How Did Super Bowl Ads Score Online?
The day after the Super Bowl, ad pundits across the country “scored” the commercials based on various criteria of success. But Reprise Media looked at the $2.6 million 30-second advertising efforts differently — judging the spots by how well a company’s television communications integrated with its online marketing efforts. Many advertisers fumbled the ball. While most Super Bowl TV commercials included an URL, nearly 90% lacked a specific call to action asking viewers to go to a company’s online site. Of the landing pages surveyed for the study, 70% did not have a clear association with the Super Bowl ads that triggered them. Only 47% of advertisers provided an online copy of their Super Bowl ads to online visitors. Watch for better performances in integrating online and offline marketing efforts next year in Super Bowl XLII.
