| New York, NY, February 5, 2008 – TNS Media Intelligence,
TNS Media Research, TNS Media and Entertainment and TNS Media Intelligence/Cymfony
have combined their respective areas of expertise to provide a multi-faceted
analysis of Super Bowl commercial winners and losers.
TNS Media Intelligence - Advertising Trends Across Brand
Categories
Record-Setting Level of Ad Time
Super Bowl XLII featured a record-setting amount of network commercial
time. Between the opening kickoff and the final gun, Fox aired 45:10
mm:ss of advertising messages. This includes paying sponsors, messages
from the NFL and promotional plugs from Fox for its own programming.
The past three games now occupy the top three spots in terms of
Super Bowl ad clutter.
Network Ad Time (mm:ss)
In The Super Bowl Game |
| 2008 |
45:10:00 |
36:35:00 |
8:35 |
| 2007 |
43:05:00 |
33:30:00 |
9:35 |
| 2006 |
44:15:00 |
36:55:00 |
7:20 |
| 2005 |
40:15:00 |
35:20:00 |
4:55 |
| 2004 |
41:55:00 |
34:00:00 |
7:55 |
|
| Source: TNS Media Intelligence
Category Wars: Battle of the Brands
Once again, Anheuser-Busch was the exclusive beer advertiser in
the Super Bowl. While that’s not surprising, it sharply contrasts
with the message clutter from movie studios and non-alcoholic beverage
brands.
Eight different motion pictures were advertised in the game, the
largest number of competing messages from any single category. This
is consistent with recent years.
The noteworthy development was the surge in advertising from non-alcoholic
beverages. Six different brands aired spots in the game, an all-time
high for this segment. Besides the familiar presence of Pepsi and
Coke sodas, there were competing messages for energy drinks (Gatorade;
Amp) and flavored waters (SoBe Life; Glaceau Vitamin Water).
# Of Unique Brands With In-Game Spots
|
| Motion Pictures |
8 |
4 |
9 |
10 |
9 |
| Non-Alcoholic Beverages |
6 |
4 |
2 |
1 |
3 |
|
Combined, movies and non-alcoholic beverages accounted
for approximately 30 percent of the paid ad time in the game.
TNS Media Research -Second-by-Second Commercial
Ratings
TNS Media Research analyzed audience viewing behavior during
the game and the commercial breaks. The following highlights
are based on unique second-by-second clickstream data collected
from over 300,000 Households (HH) in the Charter Communications
Los Angeles digital cable system:
|
 |
On average, 30.3% of HH's tuned in to the game itself. The pre-game show averaged a 23.7% rating while over 33.7% of homes viewed at least one second of the post-game award presentation.
|
|
5.7% of HH's viewed the game on FOX-HD, representing close to 19% of the total audience. |
|
As expected during the Super Bowl, few viewers tuned away from the commercial breaks during the game with the spot-to-program retention index averaging 100 (Commercial Viewing Index). The highest commercial retention score went to the Ford F Truck - F Series 30-second commercial, which posted a 112 in the spot just prior to kick-off. Not surprisingly, the lowest commercial retention occurred during the post-game as viewing dropped from a rating of 31.4% to 21.6%. The last pod, airing prior to House, averaged a CVI retention score of 78. |
|
A second-by-second look at commercial avoidance reveals that less than 1% of commercial seconds were avoided by channel changing. |
Interestingly, the FOX-HD audience was even less
likely to tune away, with only 0.5 percent of those seconds
being lost, perhaps reflecting that almost all of the Super
Bowl advertising was presented in high definition.
TNS Media and Entertainment - Which Commercials Delivered
on Their $2 Million+ Price Tag?
TNS surveyed online a nationally representative sample of
1,048 adults 18-54 years of age on Monday February 4, 2008,
who watched the New York Giants Super Bowl victory over the
New England Patriots. All respondents were panelists from
the TNS 6th Dimension Interactive Panel.
Levels of Recall
On average, each Super Bowl viewer recalled 39 commercials.
The E*Trade Financial Services' commercial featuring the talking
baby garnered the highest level of recall, being remembered
by 70 percent of all Super Bowl viewers. This was closely
followed by:
 Bud Light: Jackie Moon (69% recall)
Budweiser: Horse training to Rocky theme (67% recall)
Sobe LifeWater: Naomi Campbell with lizards (67% recall)
E*Trade Financial: Talking baby with clown in background (66% recall)
Best and Worst Performing Ads
All 79 commercials broadcast during the game were evaluated
on three dimensions among respondents who recalled the commercials:
Commercial likeability
Positive brand impact
Future purchase consideration
These three components comprise the Commercial Performance
Index (CPI). The best performing commercials based on the
TNS Commercial Performance Index were:
Budweiser: Horse Training to Rocky Theme (+387 CPI)
Coca Cola Classic: Charlie Brown Balloon (+373 CPI)
Bridgestone Tires: Screaming Animals (+352 CPI)
National Football League: Living A Dream (+321 CPI)
The ads ranked with the lowest CPI were:
SalesGenie.com; Ramesh (-307 CPI)
SalesGenie.com: Pandas (-237 CPI)
Zantac (-129 CPI)
Sunsilk (-118 CPI)
A complete ranking of all Super Bowl ads is available. |
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Pod Position Effects
TNS researchers also uncovered an interesting finding: ads in the
first pod position had higher average CPI scores than ads elsewhere
in the commercial break. This has relevance to the ongoing industry
discussion about commercial placement and commercial pod construction.
More information is available on request.
TNS Media Intelligence/Cymfony - Analysis of Buzz Generated
in Social Media
TNS Media Intelligence/Cymfony analyzed the level of online discussion
about Super Bowl commercials on social media. As of mid-day Monday,
February 4, only seven brands were generating significant levels
of discussion.
|
| Anheuser-Busch |
2582 |
555 |
| Audi |
1400 |
1267 |
| Pepsi |
1363 |
425 |
| Coca-Cola |
1236 |
4300 |
| GoDaddy |
1109 |
-119 |
| Bridgestone |
1109 |
640 |
| E*Trade |
909 |
300 |
|
Volume Index: Indexes the number of
posts each advertiser receives to the median number of posts for all
advertisers.
Favorability Index: Represents the ratio of posts which reflect positive
to negative sentiment toward the ad. A 100 index would indicate an
even split between positive and negative.
|
| High Volume of Discussion: |
|
Overall, viewers are highly positive
toward the ads. Anheuser-Busch (representing the sum of discussion
of all individual Budweiser and Bud Light ads) is getting twice
the conversation of second place Audi. |
|
GoDaddy is getting significant discussion but it skews negatively.
Strong negative feelings are, understandably, a driver of
discussion. |
|
Coca-Cola discussion is extraordinarily positive
– viewers enjoyed the Balloon and Carville/Frist ads.
Both TNS’ CPI scores and Cymfony’s analysis also
put Anheuser Busch, Bridgestone and E*Trade in the top tier.
This year, ads with upbeat, positive messages were effective
with consumers and also generated additional brand value in
word of mouth. |
Interestingly, a number of advertisers did
well in CPI, but not in social media discussion, including
NFL, Tide and most in the movies category.
Low Volume of Discussion |
|
Salesgenie.com has low volume, but the posts are strongly
negative. Many of them express the opinion that the commercial
used racially offensive stereotypes. |
| |
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| Please visit www.tns-mi.com/resources/creativeSuperBowl2008.htm
for a complete log of all Super Bowl 2008 commercials and the full
detail of TNS’ Super Bowl research.
About TNS Media Intelligence
Established in 23 countries with more than 16,000 customers, TNS
Media Intelligence is part of TNS, the global marketing insight
and information group. TNS Media Intelligence monitors 3 million
brands worldwide across a multitude of media, including TV, radio,
print, Internet, cinema and outdoor. The company offers a full range
of insights and analyses, including the tracking of advertising
expenditures and advertising creative, as well as news and social
media monitoring and sports sponsorship evaluation.
In the U.S., TNS Media Intelligence is the leading provider of
strategic advertising intelligence to advertising agencies, advertisers,
and media properties. The company's tracking technologies collect
advertising expenditure and occurrence data, as well as select creative
executions, for more than 2.8 million brands across 20 media in
North America. The U.S. headquarters are in New York City with sales
locations in major markets throughout the United States.
www.tns-mi.com
About TNS Media Research
TNS Media Research provides internet, TV, and radio audience measurement
worldwide. The expertise and technology of this international operation
supports audience services in over 30 countries, including Canada,
China, Russia, Spain, the UK and the US. TNS is at the forefront
of the latest technique on digital audience measurement, involving
set-top box Return Path Data.
www.tnsglobal.com
About TNS Media Intelligence/Cymfony
TNS MI/Cymfony tells brands and companies what people are saying
about them - whether the people are bloggers, traditional journalists
or even influential consumers. TNS MI/Cymfony sifts and interprets
the millions of voices at the intersection of traditional and social
media to gain insights that help companies identify the people,
keep on top of the issues and respond to the trends impacting their
business - at the speed of the market. We call this approach to
harnessing this new dynamic "market influence analytics."
TNS MI/Cymfony pioneered the innovative technology to extract meaning
from high volumes and diverse sources of text. U.S. intelligence
agencies have been relying on our technology for more than eight
years. We are an innovator in the integration of social and traditional
media, offering access to the greatest breadth of content sources
and analytical expertise.
www.cymfony.com
About TNS:
TNS is a global market insight and information group. Our strategic
goal is to be recognized as the global leader in delivering value-added
information and insights that help our clients to make more effective
decisions.
As industry thought leaders, our people deliver innovative thinking
and excellent service to global organizations and local clients
worldwide. We work in partnership with our clients, meeting their
needs for high-quality information, analysis and foresight across
our network of over 70 countries.
We are the world’s foremost provider of custom research and
analysis, combining in-depth industry sector understanding with
world-class expertise in the areas of Retail and Shopper Insights,
Stakeholder Management, New Product Development, and Brand and Communications.
We are a major supplier of consumer panel, media intelligence and
internet, TV and radio audience measurement services.
TNS is the sixth sense of business.
www.tnsglobal.com
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