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Kantar Video, a division of WPP’s insight, information, and consultancy network, Kantar, has released the results of a comprehensive study of online video viewership and social activity from Super Bowl XLVI advertisements. The study finds that within the first 3 days, the top 10 ads created $862,000 on average in earned video impressions, a 12.7% return on the cost of a Super Bowl ad spot.
Overall, this year’s ads have created over $11 million in earned media and saw a 267% increase in viewership over last year’s Super Bowl. This increase in online video viewership underlines the increasing trend for advertisers to use the Super Bowl as a launch-pad for multi-platform commercial campaigns.
Key takeaways include:
“The incredible power of online video is on display this year offering an even greater return on investment for Super Bowl advertisers,” said Bill Lederer, CEO of Kantar Video. “This evolution to multi-platform campaigns is creating a whole new layer of value to brands and audiences making the advertisements an even bigger part of this annual event.”
The study, which leverages the Videolytics platform tracked viewership and social metrics (comments, favorites, ratings) generated on leading video distribution sites online through proprietary media identification technology. It also included engagement and recall analysis from the Videolytics Social platform.
The study, which began the week before the Super Bowl, seeks out patterns and trends that have impact on advertisers’ campaigns. These results are based on data through Thursday, February 9, 2012.
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