Kantar Media Insights: Which Super Bowl ads scored the highest audience?

6 February, 2012


Based on Kantar Media Audiences’ commercial ratings analysis for last night’s Super Bowl telecast, Cadillac scored the highest audience, averaging a 43.5 average household rating.
Automotive brands accounted for 6 of the top 25 rated ads – Cadillac, Kia, Hyundai, Honda, Fiat & Toyota all scored over a 41 rating. NBC promos also performed well, ranking 3 of the top 9 rated ads.

While the top five rated ads appeared in the 4th quarter of the hotly contested game, the Doritos and E-Trade placements airing in the second quarter actually ranked #10 & 11, respectively.

However, in terms of total commercial all ads placed in the 4th quarter performed better than the program average of the delivery, virtually game.

Top 25 Rated Super Bowl Commercials
Title / Campaign Start Time Length Total Rating
       
Cadillac Autos 9:38:37 PM 0000:30 43.46
NBC-Awake 9:40:07 PM 0000:30 43.38
Go Daddy.com 9:39:37 PM 0000:30 43.28
HIST-Swamp People 9:39:07 PM 0000:30 43.13
NBC-Evening Line-Up 9:20:51 PM 0000:20 42.51
Careerbuilder 9:20:21 PM 0000:30 42.29
Kia Autos 9:19:21 PM 0001:00 42.25
Samsung Galaxy Note 9:24:34 PM 0000:30 42.23
NBC-Voice 9:26:04 PM 0000:30 42.23
Doritos 7:42:29 PM 0000:30 42.22
E Trade Financial 7:42:59 PM 0000:30 42.21
Hyundai Autos 9:11:18 PM 0000:30 42.12
Paramount 7:43:29 PM 0000:30 42.10
Honda Trucks 9:05:40 PM 0001:00 42.00
NBC-Smash 9:07:40 PM 0000:30 42.00
Pepsi Max 8:39:35 PM 0000:30 41.98
Bud Light 9:11:48 PM 0001:00 41.97
Relativity 9:06:40 PM 0000:30 41.97
Metlife 9:07:10 PM 0000:30 41.96
Fiat Autos 8:38:35 PM 0001:00 41.91
NFL.com 8:59:23 PM 0001:00 41.81
Toyota Autos 8:41:15 PM 0000:30 41.78
Century 21 Real Estate 8:42:45 PM 0000:30 41.73
Dannon Oikos 8:42:15 PM 0000:30 41.72
Coca-Cola Classic 8:41:45 PM 0000:30 41.67

Background
Kantar Media Return Path Data (RPD) is based on second/second tuning records passively collected from set top boxes within a managed panel of 100,000 digital households nationally dispersed across the U.S.

Actual second/second tuning is matched with Kantar Media Intelligence ad occurrence information, enabling precise measurement of audience behavior with specific program and commercial content.

Jeffrey C. Boehme
Chief Research Officer
Kantar Media | Audiences
Tel: 212.991.6141
jeff.boehme@Kantarmedia.com  

About Kantar Media
Kantar Media provides strategic advice and competitive intelligence to the world’s leading brands, publishers, agencies and industry bodies, helping them navigate and succeed in a rapidly evolving media industry. This includes analysis of paid media opportunities; counsel on brand reputation, corporate management and consumer engagement through owned media; and, evaluating consumers’ reactions in earned media. Kantar Media provides clients with a broad range of insights from audience research, competitive intelligence, vital consumer behavior and digital insights, to marketing effectiveness and online influence. Our experts currently work with 22,000 companies tracking 3 million brands in 50 countries.

www.KantarMediaNA.com

Acrobat Document kantar_pressrelease_superbowl_feb12_guid3f7afb63f5.pdf


Tools Print page E-mail page Press Releases Reading Room Get Acrobat Reader

WPP Pro Bono Work 2015

WPP Pro Bono
WPP Sustainability Report 2015/2016

WPP Sustainability Report 2015-2016
WPP Annual Report & Accounts 2015

WPP Annual Report 2015