The Super Bowl brings inevitable re-running and armchair quarterbacking at all the advertising agencies about how they could have done better. There’s statistics and measurements galore, from Nielsen to USAToday about popularity and viewing. I was curious about what people were saying about the ads, so, I pointed Lexascope at the blogosphere and news feeds, and below is what it told me. We didn’t do a big scientific-sounding study with lots of important seeming partners, we just snagged a bunch of blog and news content and let Lexascope read it and tell us what’s up. Surprisingly enough, given the huffing and puffing around Tim Tebow’s “pro-life” ad, Google’s ad turned out the most pundits in the blogosphere and got the most news coverage. The top 3 were: Google’s “Parisian Romance” Focus on the Family’s “Tim Tebow” Audi’s “Green Police” I’m not saying these were the best, just that they generated the most conversation. Google’s ad has generated a number of pariodies – perhaps this is the real genius of the spot, in that it is going viral in a very different way than normal – viral with parodies, not necessarily with the original spot. Here’s one of them.
A few very interesting things come up.
- There are 3 disjoint clusters – the discussion around Google, the discussion around Tim Tebow/Focus on the Family, and the “Betty White” Snickers ad.
- Audi’s ad gets connected to Tim Tebow, as the ads were co-mentioned in a number of articles, but the discussion about Google was completely disjoint from that discussion.
- The conversation around Google was largely positive (except for the normal hating around Google being big and bad), the Snickers commercial offended nobody, and the Tim Tebow commercial basically reflected our views (as a country) about organizations like Focus on the Family – it’s probably reasonable to think that 1/3 think they’re great, 1/3 don’t care, and 1/3 don’t like them.
- CBS has the only soundly negative sentiment through this discussion, with the controversy around the Focus on the Family ad, and it’s seemingly contradictory handling of a pro-gay dating site’s ad leading to some thrashing in the blogosphere and the news.
The USA Today “Super Bowl Ad Meter” showed that the favorite ad by viewers was the Snickers ad. My question is this: What’s better – to be rated as “viewer’s favorite ad” or to generate the most discussion? This, of course, is where the art and science of PR mix together – it probably depends on the tone of the conversation and the folks you were trying to reach.