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Super Bowl Ads Increase Business

The major attraction at this years Super Bowl had little to do with the game or even the half-time show. In fact, the one topic that prompted the most conversation around the water cooler on Monday morning were the famous Super Bowl ads. These advertisements are considered to be the top commercials of the year and they bring in the most business for their corresponding companies. Market research indicates that advertisers see a direct correlation between their offline advertising spend and the amount of search engine queries against search terms associated with their brand, product or service.

With this phenomenon as a backdrop, search engine marketing agency, SendTec, conducted an analysis of how well each Super Bowl television advertiser prepared for the onslaught of enhanced web traffic from search engines. Each year, major media outlets review Super Bowl commercials and rate the good, the bad, and the ugly of the mix. The usual Super Bowl ad suspects are around such as Pepsi, Ameriquest, and Budweiser, along with internet upstarts like GoDaddy and newbie Positive Solutions.

These polls / studies evaluate basic recall, creative appeal, and other metrics, but they fail to measure the impact of interaction with search engines and a search user?s ability to find the promotion online within Search Engine Results Pages (SERP?s). The crux of the study was to identify, during game time where ads are most expensive, the advertisers that created a unique online destination to communicate within the Super Bowl commercial. Upon identification, SendTec conducted an evaluation of their search engine visibility and ranking for both paid search and organic search listing in association with general ad recall. Finally, a review analyzed how well the online marketing communication in the search engine listing results tied with the offline marketing communications from the Super Bowl advertisement.