Poorly Received Super Bowl Ads Draw More Online Traffic

hitwise_logo1.jpg

The Super Bowl ads people claimed to dislike more than others, or that performed poorly in ad popularity studies, turned out to perform quite well in terms of acquiring website visits. GoDaddy, Salesgenie, Office of National Drug Control Policy, Audi, Gatorade, Under Armour, most of which weren't too well received, saw significant gains in site traffic the day after the game, according to Hitwise.

Couple this with disparate results from most surveys this week, and it's clear the only people who will ever know how well a particular Super Bowl commercial did are the advertisers themselves when they realize changes in sales or in brand awareness. Most will opt not to share this information, leaving us forever in the dark.

Super Bowl Advertiser Websites Ranked By Percent Change Based on Daily Market Share of U.S. Visits

Advertiser

Domain

Sunday % Change

Monday % Change

Hyundai

www.hyundaigenesis.com

1450%

-55%

Paramount

www.ironmanmovie.com

800%

-33%

GoDaddy

www.godaddy.com

616%

-30%

Audi

www.truthinengineering.com

433%

NA

SalesGenie

www.salesgenie.com

333%

15%

Office of National Drug Control Policy

www.theantidrug.com

200%

0%

New Line Cinema

www.semipromovie.com

200%

133%

Gatorade

www.gatorade.com

200%

-33%

Under Armour

www.underarmour.com

156%

-22%

Bud Light

www.budlight.com

100%

0%

Tide

www.mytalkingstain.com

57%

NA

GMC

www.gmc.com

39%

-25%

Coke

www.coca-cola.com

33%

25%

CareerBuilder

www.careerbuilder.com

27%

39%

Budweiser

www.budweiser.com

25%

20%

Planters

www.planters.com

15%

0%

Dell

www.dell.com

8%

9%

Cars.com

www.cars.com

2%

5%

Garmin

www.garmin.com

0%

22%

T-Mobile

www.t-mobile.com

-1%

-7%

Victoria's Secret

www.victoriassecret.com

-2%

19%

Toyota

www.toyota.com

-10%

-3%

Toshiba

www.toshibadirect.com

-15%

32%

Disney

www.disney.com

-17%

-34%

Taco Bell

www.tacobell.com

-20%

-25%

eTrade

www.etrade.com

-27%

175%

Sunsilk

www.lifecantwait.com

-29%

100%

FedEx

www.fedex.com

-31%

136%

20th Century Fox

www.jumperthemovie.com

-50%

-50%

Claritin

www.claritin.com

NA

100%

Vitamin Water

www.vitaminwater.com

NA

-50%

AMP

www.ampenergy.com

NA

200%

Note - the data is based on the daily market share of U.S. visits among all US Internet users from the Hitwise sample of 10 million U.S. Internet users. The Sunday percent change is based on comparing the daily market share of U.S. visits for Feb. 3, 2008 vs. Feb. 2, 2008. The Monday percent change is based on comparing the daily market share of U.S. visits for Feb. 4, 2008 vs. Feb. 3, 2008.

Source: Hitwise

by Steve Hall    Feb- 7-08   Click to Comment   
Topic: Research, Strange, Super Bowl 2008   

Enjoy what you've read? Subscribe to Adrants Daily and receive the daily contents of this site each day along with free whitepapers.



Comments



Comments

While the creative is the primary draw for tv ads driving traffic to online destinations, I did notice a post-Superbowl ad that used a different format for framing the creative with a border that highlighted the URL. While the ad itself was weak, the product was generally of interest to me and I did visit the website simply because the URL was visible 100% of the time and called out separately. My point in this comment is that advertisers should be sure to make efforts to isolate the variables at play, test, and measure.

Posted by: I.R. Palmer on February 7, 2008 11:44 PM

Further proof that funny and hip doesn't necessarily = effective!

Posted by: Amy Fanter on February 8, 2008 6:50 PM







Featured FREE Resource: