THE GREAT BRAND GAME
Digital agency MRY asked 500 people what
kinds of Super Bowl commercials got the
most buzz.
HUMOR
MOST SUCCESSFUL COMMERCIALS
HUMOR
83.60%
ALCOHOL BRANDS
MOST SHARED COMMERCIALS
WHAT TYPE IS MOST SHARED
THROUGH SOCIAL MEDIA?
NOSTALGIA
7.40%
DESIRE
4.40%
WHICH CATEGORY IS
MOST SHARED?
ALCOHOL
FOOD/NON-ALCOHOLIC
42.50%
AUTOMOBILE
31.50%
14.60%
WHEN IT COMES TO SPECIFIC BRANDS, CONSUMERS ASSUMED
DORITOS + BUDWEISER
WERE THE MOST SHARED SUPER BOWL BRANDS.
#
MRY CONDUCTED AN ANALYSIS REVIEWING THE PAST TWO
YEARS OF COMMERCIALS’ NUMBER OF MENTIONS, HASHTAG
USES, AND THEN CATEGORIZED THEM IN 10 DIFFERENT
WAYS TO UNDERSTAND WHAT WILL SUCCEED IN 2014.
HOW MUCH MONEY
SHOULD YOU SPEND?
Buying multiple TV spots or increasing
the length does not mean your brand
will be one of the most talked
about commercials.
#
Though alcohol brands, automobiles and
consumer electronic brands tend to buy
multiple spots, those are not the most
shared commercials.
60 SECONDS OR LESS
COMMERCIALS THAT ARE UNDER
60 SECONDS HAVE ON AVERAGE
2.3X MORE HASHTAG MENTIONS
THAN THOSE COMMERCIALS
EXCEEDING 60 SECONDS.
WHAT SHOULD THE
STRATEGY BE?
AVG. HASHTAG MENTIONS BY COMMERCIAL TYPE
While humor is the general strategy for
50%+ of all Super Bowl commercials,
they are not the most shared.
1. DESIRE (29,381)
2. SUSPENSE (7,417)
3. HILARITY (6,310)
4. EXHILARATION (3,032)
5. WARMTH (2,709)
The lowest cost per mention, excluding
production costs, has been for
commercials that feature sex appeal,
though few brands focus on this. Consider
the Calvin Klein commercial from 2013
featuring model Matthew Terry stripping.
The cost per hashtag mention was 2.5%
that of the average commercial, while the
number of hashtag mentions was 4.4x
the average.
2013 HASHTAGS
COST PER MENTION
CALVIN KLEIN
AVG. COMMERCIAL
HASHTAG MENTIONS
CALVIN KLEIN
AVG. COMMERCIAL
$119.12 / # $4,836.01 / # 29,381 / #
= #10,000
= $1,000
#
6,612 / #
ADDING A HASHTAG DOES NOT MEAN IT'S A
SOCIALIZED TV SPOT. HOPEFULLY AFTER TWO YEARS
OF BRAND'S 'INCLUSION' OF HASHTAGS THEY WILL
START TRULY INTEGRATING THEM RATHER THAN A
LAST MINUTE ADDITION TO THE END FRAME.
SOURCE: SYSOMOS, GOOGLE SURVEY
WWW.MRY.COM
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