Monday morning armchair quarterbacks are having their annual opportunity to declare “the best” commercials from this year’s Super Bowl. USA Today has a fairly sophisticated rating system. Mr. Garfield from AdAge has his opinions on video. Everyone seems to have a favorite.
While I liked the Doritos ads, my question is which ones actually worked? Where is the rating system that will report on who got a good ROI? The current opinion-based analysis only reinforces old models for “effective” advertising. I wouldn’t be surprised to find that GoDaddy.com and Cash4Gold.com, while creatively uninspired, actually drove traffic to their sites.
If you hear good evidence that a commercial has worked from a business perspective, please send it along.
Super Bowl commercials: which ones worked?
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John Ellett is CEO of nFusion Group, LLC, a digitally-focused marketing agency based in Austin, TX. He has a passion for encouraging and supporting marketing leaders who have the courage to be change agents in their organizations.
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John,
One interesting data point can be found here:
http://www.google.com/trends?q=doritos%2C+godaddy%2C+cash4gold&ctab=0&geo=US&geor=all&date=mtd&sort=0
Judging by this data, Doritos did see a significant spike in traffic on Feb 1. However, GoDaddy has been driving an increased level of traffic over the last 30 days as a result of their social media efforts and pre-superbowl promotion of the Danica ads. I would say the creatively bereft GoDaddy effort has been a better performer if traffic is our primary metric. That said, it is always a challenge to compare a commodity product like a corn chip to a transactional site like GoDaddy.