After Hours: Post-Super Bowl Buzz Adds Value To Ads

Anheuser-Busch's Budweiser Super Bowl spot featuring a Dalmatian and a Clydesdale, which won USA Today's Ad Meter, "took on a second life online" after the game, according to Laura Petrecca of USA TODAY. Tracker Cymfony reported that A-B "got the most next-day buzz on blogs, community forums and social networks," as users "gabbed about the [Budweiser] ad, as well as its funny Bud Light ads, at nearly twice the level of the next-most-discussed advertiser, Audi," whose ad parodied The Godfather for its 60-second Super Bowl spot. TNS Media & Entertainment reported that on average, Super Bowl viewers "recalled 39 of the 54 commercials," as E-trade's ad "with a barfing baby" was the "most remembered" with 70% recall. Bud Light's spot featuring actor Will Ferrell promoting his upcoming film Semi-Pro, and PepsiCo's SoBe Life Water commercial tied for second, each recalled by 67% of viewers. Meanwhile, Nielsen Online data indicated that Victoria's Secret, among Super Bowl advertisers, "got the biggest bump in its daily" Web site traffic from Sunday-Monday, jumping 86% to 364,000. The Tide to Go commercial took the top spot in an IAG Research survey of "which Super Bowl ads most boosted viewers' opinions of the brand." IAG research indicated that the Tide commercial was 64% "more effective than the average Super Bowl ad in 'greatly' or 'somewhat' improving viewers' positive feelings" for the advertised product (USA TODAY, 2/7).