the ephemerality of the Superbowl halo

 super bowl commercials lead to 20+% of Google’s top 100 searches

Day 1 – 20 of 100 related to ads

Day 2 – 6 of 100 

Day 3 – 1 of 100

Day 4 – ZERO

 

Denny’s took top honors, securing 3 of the top 20 searches. Vizio also took 3 of the top 100. the search halo from TV is well documented. Modern consumers want to and need to do more research. The total reach can be calculated from the  estimated 147 million people who watched the superbowl plus the search volume of each of the top search terms. 

 

 

feb1-google-trends

 

By the day after, the number of commercials still being searched for dropped to 6 of the top 100. But Denny’s still took 2 of the top 100, Jack in the box too another 2. Vizio 1 and Godaddy 1. 

 

feb2-google-trends

feb3-google-trends

the traffic does see a lift. But since we dont have comScore’s March numbers yet, the following graph does not show the drop back to “normal” levels.  In the case of godaddy,which also did a superbowl ad in Feb 08, you can see the traffic to the website dropping back down by March 08. 

superbowl

Superbowl porn  super bowl porn — accidental clip of porn shown during prime time due to technical glitch or hackers?

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By: Dr. Augustine Fou Tuesday, February 3rd, 2009 digital, marketing

1 Comment to the ephemerality of the Superbowl halo

  • […] the spikes are — most of them go back to prior levels within 1 – 3 days (see related post: the ephemerality of the Superbowl halo […]

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    Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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