One of the themes that Professor Derek Rucker and I frequently touch on is the unique power of Super Bowl advertising. In the United States, there is simply nothing quite like it in the world of marketing.
A new report from Zeta Interactive highlights exactly why this is the case.
The New York Times ran a story about Zeta Interactive’s report. Each year Zeta studies which ad campaigns created the most online buzz. Zeta studies the number of online posts and the tonality.
In 2011, eight of the top ten campaigns were launched during the Super Bowl. The list included notable Super Bowl advertisers such as E*Trade, Snickers, Chrysler, Bud Light, Cars.com and Volkswagen.
This is astonishing. Eight of the top ten campaigns launched during the Super Bowl. So in just a few hours, marketers sparked a massive amount of interest and discussion, capturing the attention and interest of millions of people. The rest of the year, eleven months and thirty days, there were just two campaigns that achieved a similar spike.
For advertisers hoping to have an impact on sales across the United States, the Super Bowl is an essential place to be.