2010 CI Super Bowl Advertising Analysis
by Vicky Czarniecki February 8, 2010Saints win 31-17 – and with that, another football season has come to a close. A bittersweet day for many across the globe, here at Collective Intellect we take solace in the fact that we get to bask in the bright (and in some cases not so shiny) moments of the Super Bowl XLIV advertising extravaganza. That’s right, it’s time to unleash another round of our annual Super Bowl advertising report.
From our real-time analysis of Super Bowl XLIV advertising, we found that the beverage category lead online buzz with 24% of the conversations occurring during this year’s game. Advertisers such as Anheuser-Busch, Coca-Cola and Dr. Pepper had success generating activity for their brands through mediums such as Twitter, blogs, and message boards.
Anheuser-Busch lead the beverage category with 63% of the conversations during the game. While Anheuser-Busch was most discussed among Super Bowl advertisers, Pepsi received substantial buzz from their alternative initiative – the “Pepsi Refresh Project.” The campaign seeks to spread its message through social media and spend the sum of the Super Bowl advertising budget on grants for community outreach projects.
We will be releasing a more detailed report the week of February 15th examining the top advertisers’ online impact before, during and after the game as well as comparing Pepsi’s social media dynamics to that of the Super Bowl advertisers. Additionally, we will include an analysis of consumer favorites and highlight the companies that received the highest return on their Super Bowl advertising investment.
If you are interested in receiving our follow up report, please contact Mark Shavers (mark.shavers@collectiveintellect.com) to request a copy.