Kantar Video’s Super Bowl study shows Top 10 ads earned over $1M in media

11 February, 2011


Through Online Video in the First Three Days

Surpassing 20 million in total online views, Volkswagen’s “The Force” ranks 1st for viral effectiveness through earned media, generating over $538,000 in additional media impressions.

Other findings include how the Creative attributes performed, as well as share of online video viewing and social activity by category.


NEW YORK — Kantar Video, a division of WPP’s insight, information, and consultancy network, Kantar, has released the results today of a comprehensive study on the viewership and social activity of Super Bowl ads online. The study ranks the 60+ Super Bowl ads by media effectiveness. In the 3 days after the Super Bowl aired, the top 10 ads have earned a total of over $1 million in media impressions through online video. Volkswagen’s “The Force” campaign topped the list, earning the brand $538,000 in media due to its successful creative and viral strategy by launching the week prior to the Super Bowl and generating heavy press coverage.

The study, which leverages the VideolyticsTM BETA platform and Kantar Video’s multi-media researchers not only tracks viewership and social metrics (comments, favorites, ratings) generated wherever a video is originally posted or shared online, but seeks out patterns and trends that have impact on advertisers' campaigns. The study began the week before the Super Bowl, tracking commercials that were leaked ahead of the game. These results are based on data through Wednesday February 9, 2011 and also include commercial spot and pod data from sister company, Kantar Media.

Kantar Video Super Bowl Ad Rankings: Earned Media
*Mean Index calculated by average of total online Super Bowl ad views with mean standardized to equal 100

[Download PDF for Ad Rankings]

Other findings include:

• The Movie Trailer category generated the most online views per video on average followed by Automotive
• Automotive ads had the most social activity of all ads, lead by the success of Volkswagen’s “The Force” and Chrysler’s “Imported From Detroit.” Both used emotionally evocative creative executions.
• Ads placed in the Second Quarter captured more online viewing attention than other positions, while halftime slots produced the fewest
• Funny creative executions were over 2 times as effective at driving viral viewing activity.
• An average of 32.5 separate versions of the ads were found uploaded by viewers, contributing to greater total viewership and social activity.
• Over 195 versions of Volkswagen’s “The Force” located through Videolytics platform.

“As a result of increased access to the creative through online video, social platforms, and buzz generating strategies, this year’s Super Bowl Ads are among the most viewed and most discussed advertisements in history,” said Andrew Latzman, SVP Research for Kantar Video. “And, while people can pre-occupy themselves with what types of executions garnered the best results, what is clear is that there are ways for brands to capitalize on the complementary relationship between online video and TV. Some brands looked at their Super Bowl creative as an event to be surrounded with a campaign and they used their full array of marketing strategies. These strategies were led by the use of new media platforms.”

For the full report contact KantarVideoMarketing@kantar.com  

The Kantar VideolyticsTM platform is currently open as a public, self-service beta now available for a free trial at http://www.KantarVideo.com. The Company expects to launch a general release of VideolyticsTM this Spring.

About KANTAR Video
Kantar Video is the New York-based business unit of Kantar, a division of WPP, the world’s leading media and marketing services company, built to accelerate global online, mobile, and multi-channel video innovation. At general release, its comprehensive Kantar VideolyticsTM online and mobile video advertising and program platform will offer content identity, syndication, tracking, measurement, analytics, and optimization for marketers and their agencies, media companies, and content creators and distributors. Kantar VideolyticsTM is specifically designed for on-demand ease of use and efficient workflow and analysis to promote better decision-making. Learn more at www.kantarvideo.com.  

About KANTAR
Kantar is one of the world’s largest insight, information and consultancy networks. By uniting the diverse talents of its 13 specialist companies, the group aims to become the pre-eminent provider of compelling and inspirational insights for the global business community. Its 27,000 employees work across 95 countries and across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at each and every point of the consumer cycle. The group’s services are employed by over half of the Fortune Top 500 companies. For further information, please visit us at www.kantar.com.  

About WPP
WPP is the world’s largest communications services group. Through its operating companies, the Group provides a comprehensive range of advertising and marketing services including advertising; media investment management; information, insight and consultancy; public relations and public affairs; branding and identity; healthcare communications; direct, digital, promotion and relationship marketing and specialist communications. The company employs 145,000 people (including associates) in 2,400 offices in 107 countries. For more information, visit www.wpp.com.  

For more information contact:
Trevor.Wolfe@kantar.com
 
Marketing Manager, Kantar Video

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