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:

• Return on Format: Longer ads create more value
  Longer ads posted online offered much higher value to advertisers, as it extends the amount of time a consumer is exposed to their brand from a :30-:60 second commercial to upwards of two minutes or more, lowering estimated effective CPM. These ads also generated more viewership and discussion on average.
• Return on Strategy: Pre-game strategies help, but the Super Bowl “Bounce” rewards creative
  Over $2 million worth of earned viewership was created before the game even began, spurred by early releasing strategies and bolstered by media outreach, seeding and paid advertising. However, the Super Bowl “bounce” truly benefited the ads with the most popular creative executions. Over four times as much earned media value was created after the game with the most buzzed about ads topping the list.
• Return on Creative: Generic themes offered stronger brand association than celebrities
  Looking specifically at the automotive category, which commanded the most pre- and post- game viewership, thematic use of  vampires and dogs with Volkswagen and Audi generated more recall in discussion versus ads featuring celebrities. While celebrities help create buzz, a strong execution around an idea that is central to a brand drives engagement and may serve as a more sustainable concept as campaigns continue throughout the year.

“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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