The Super Bowl is over and while the game itself was one of the most exciting games ever, the halftime show widely discussed, the ads didn’t seem to leave as lasting as impression. The Budweiser puppy is winning the USA Today Ad Meter as of today but the only advertiser still trending on Twitter almost 24 hours after kickoff is Nationwide.
Looking at the numbers, from the anthem to the Lombardi, there were 105 ads (in the Bay Area.) Some of them were repeats and many (as many as 21, including local news) were for NBC shows. Aside from Heroes, the NBC shows had almost no “second screen” mentions at all: no URL, no hashtags and no social media handles,so I’ll remove them from the final calculations. 40 ads had hashtags, which is only 47.6%. Of those, most were shown for a few seconds at the end of the ad, not throughout it. URLs were even less popular: only 33 ads included them, which is 39.3%. Did advertisers even want the viewers to continue the conversation?
Only 3 ads had specific social media handles: Pitch Perfect 2 (the movie) mentioned Facebook and Snapchat and the two T-mobile ads mentioned Twitter and Facebook handles. I’ve also seen ads on Twitter from Coke and T-mobile following up on their Super Bowl ad with the same hashtag to prompt more mentions. This brings up another interesting stat: of the hashtags, most (67.5%) were ad-specific hashtags that were intended to “start a conversation” around that tag on social media. The rest were pure brand or product hashtags. Interestingly, only Pitch Perfect included a Snapchat handle. In hindsight, Snapchat would have made sense for other brands as well and I was really surprised it was only included in one ad.
Finally, I was surprised that hashtag inclusion was so low and I’m not sure what the reasons are for not including one on the brand/product page shown in the final few seconds of the ad. Would it detract from the brand name or the tagline? I’m not sure it isn’t just as important.