Dachis Group's big data take on 2012 Super Bowl advertising.

1. Marketers need something better than AdMeter.
Social media is the answer.
Who eally
WON SUPERBOWL? the d
bra
n
Let’ ask ocial media.
I n 1989 USA Today introduced the world to
AdMeter. Its first winner, American Express, was
deemed to have “won” the Super Bowl. Since then
spectrum of observable human behavior captured in
social media provides the ability to measure the
impact of an ad with greater objectivity and less
the AdMeter has been widely viewed as the single potential bias than a simple vote can provide.
most important measure of a Super Bowl ad’s
success (or failure). Yet most brand marketers and A thorough look through the entire social media
media outlets — even USA Today with its integra- landscape demonstrates that brands would do well
tion of Facebook polling — acknowledge that in to trade in the older AdMeter methodology and fully
2012 there are better ways to determine ad success embrace the richer, more reliable, and more accu-
than simply asking 300 people their opinions. rate information available through objective social
Despite the addition of Facebook polling, the broad media analysis.

2. DESPITE WHAT ADMETER SAYS...
COKE IS A TOP SBI RANK ADMETER RANK BRAND AWARENESS
PERFORMER
AdMeter doesn’t do the Coke brand-marketing
juggernaut justice.
Coca-Cola rejected Super Bowl theatrics in favor of
2 15 A
96
running three integrated advertisements focused on the BRAND LOVE
company's traditional brand positioning. While this
method may not have been designed to grab the
spotlight, it was exceptionally powerful and in aggregate
98
propelled Coca Cola’s combined brand metrics to number
two overall — 13 spots higher than AdMeter indicates.
The most important element in this surge was the
cumulative impact of the three commercials, further BRAND MINDSHARE
amplified by Coca-Cola’s passionate and massive social
communities. In each case the company’s Brand Love
scores set the bar for positivity and receptivity while
43%
Brand Awareness and Mindshare stood out from the
competition. This manifested itself in an increase of more
than 700,000 subscribers across Coca-Cola’s social
accounts as well as more than half a million new views
on the videos themselves.
WHY THE DISCREPANCY?
AdMeter views each commercial as a discrete brand entry into the Coca-Cola brand. Dachis Group obtained a deeper view into
the Super Bowl lottery. As a result neither the voting on Face- the full impact of Coca-Cola’s Super Bowl participation and give
book nor the panel in a room in Virginia can accurately capture credit accordingly by analyzing the combined data across all
the cumulative impact of three commercials on the health of three advertisements.

3. WHAT ELSE DID WE LEARN?
ADMETER RIGHT H&M SEIZES HONDA’S SNEAK BEST BUY SPARKS
ON DORITOS THE SPOTLIGHT PEEK WORKED MAJOR POSITIVITY
There is no doubt that H&M proved that even Honda extended their Super The largest disparity
Doritos had a hit on their neophyte Super Bowl Bowl relevance by offering between AdMeter and social
hands this Super Bowl, but advertisers can make a huge access to its ad long before media data arose for Best
social data can explain why. impact with the big game as it aired during the game. Buy. An initial glance might
Doritos garnered close to their launching point. The Nonetheless, the excitement suggest that Best Buy’s
1,000,000 new video views novelty of H&M’s presence and positivity of being innovation message missed
in the wake of their Super was reflected in an abysmal re-introduced to Ferris the mark. Further examina-
Bowl launch, enjoyed an rank of 30th in AdMeter, but Bueller proved to be an tion indicates that this is not
uncharacteristic 29.6% lift social media tells a very effective tactic for Honda. the case. Best Buy enjoyed
in subscribers and elicited different story. The reality is The company saw a a 10x increase in viewership
heavy positivity for its ads that with this one advertise- 2,000,000 view increase in over the period studied. This
across the board. These had ment H&M took a modestly activity around its videos spike, combined with
a predictably helpful impact well-known brand and while its overall subscriber exceptionally favorable
on Doritos’ Brand Awareness launched it into the center of base grew by more than 5% reactions to the message,
and Brand Love attributes — the online conversation. in just two days. Brand Love resulted in a high degree of
exactly the kind of lift Brand Awareness spiked in a around the video only sharing of the ad and
marketers pray the Super huge way as the video and increased over time as more uniquely high Brand Love
Bowl can deliver. conversation surrounding it and more people welcomed scores.
spread across H&M’s base of Ferris back with open arms.
subscribers. This set up a
perfect storm of peak interest
and peak favorability with
the Beckham Bodywear
brand at the nexus.
SBI RANK ADMETER RANK SBI RANK ADMETER RANK SBI RANK ADMETER RANK SBI RANK ADMETER RANK
1
AWARENESS LOVE
1
MINDSHARE
6 30
AWARENESS LOVE MINDSHARE
7 16
AWARENESS LOVE MINDSHARE
12 43
AWARENESS LOVE MINDSHARE
A+ A A B
98 96 40% 94 96 84% 95 94 .62% 84 96 29%

4. THIS TELLS US THAT...
THERE WERE STARK DIFFERENCES IN RANKINGS SBI RANK ADMETER RANK
See more detail above
1
5
10
15
20
RANKINGS
25
30
35
40
45
50
55
FIAT M&Ms TOYOTA CAMRY LEXUS 2013 GS *No AdMeter ranking
MARVEL FILMS BUDWEISER HYUNDAI GENESIS COUPE R CARS.COM
GALAXY NOTE METLIFE BRIDGESTONE “SWAMP PEOPLE”
HONDA CR-V GO DADDY PARAMOUNT TAXACT
H&M BUD LIGHT CENTURY 21 CADILLAC ATS
AUDI HYUNDAI VELOSTER SKECHERS GORUN HULU SUZUKI KIZASHIA*
ACURA NSX CHEVY SILVERADO CAREER BUILDER OIKOS GREEK PRICELINE NEGOTIATOR*
CHRYSLER GENERAL ELECTRIC PEPSI MAX KIA OPTIMA BUD LIGHT PLATINUM
COCA-COLA BEST BUY CHEVY CAMARO TELEFLORA E-TRADE
DORITOS VW BEETLE UNIVERSAL CHEVY SONIC CHEVY VOLT*

5. HOW CAN WE BE SO SURE?
Twitter
AdMeter
Facebook
Social sites
SBI
Google+
YouTube Blogs
Forums
DACHIS GROUP’S SBI USA TODAY’S ADMETER
Mines a brand’s entire social graph Artificial and too easily gamed
Dachis Group believes that analyzing the conversations of a brand’s USA Today should be lauded for innovating around
engaged market on social channels is the one area where a company their existing effort and introducing Facebook to the
can effectively review actual consumer response through tens of mix. Nonetheless, the core assertion that people’s
thousands of brand-specific interactions and compose them into a votes for what ad they most enjoyed correlates to a
larger picture of that company’s relationship to its consumers. Brand successful brand commercial does not stand up to
Love, Brand Awareness, and Brand Mindshare are the measures that scrutiny. Brands are not trying to win a film
marketers have always cared about — why should social media competition — they are trying to improve their
change that? brand positioning. Observed social media behavior
See more at socialbusinessindex.com is a purer data source for determining this than any
popularity contest could ever be.
See it at admeter.usatoday.com

6. MORE ABOUT THIS...
Our methodology
515 Congress Avenue · Rankings were determined based on the same timeframe as AdMeter using data from
Suite 2420 the Dachis Group Social Business Index, which benchmarks the social performance
Austin, TX 78701 of 30,000 brands against brand marketing business outcomes like Brand Love,
USA
Mindshare, and Brand Awareness.
+1 512.275.7825 Main · Brand Awareness measures the market’s knowledge of the brand as a result of
+1 512.275.7828 Fax interacting with brand content and other market participants on social channels.
Brand Awareness measures factors like reach of a brand’s marketing message,
inquiries@dachisgroup.com growth in engaged audience, and the strength of brand-relevant conversation.
· Brand Love reflects the passion, satisfaction, and affection with which market
www.dachisgroup.com participants react to, and engage with, brand content.
www.socialbusinessindex.com · Brand Mindshare is presented as a proportion of brand recognition within
www.socialbusinesssummit.com
the brand’s industry.
www.socialbusinesscouncil.com
v1.5 | 8 Feb 2012