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Poorly Received Super Bowls Ads Draw More Online Traffic

hitwise_logo1.jpg

It seems the Super Bowl ads people claimed to have disliked more than others or that performed poorly in most 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 website traffic the day after the game according to Hitwise.

Coupled this with said disparate results from most surveys this week and it becomes quite 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. And 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   Comments (0)    File: Research, Strange, Super Bowl 2008
  

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