Super Bowl Advertisers: Online Winners and Losers

WESTBURY, N.Y., Feb. 17 /PRNewswire/ -- General Sentiment today released a special edition of its Media Value Report that ranks 2010 Super Bowl in-game advertisers, and lists the top performing brands across social media and news outlets with an online presence. The report covers a 20-day period leading up to and immediately after the NFL's championship game.  Generated using General Sentiment's core media measurement and sentiment analysis infrastructure, the report calculates an advertising dollar value equivalent to a brand's media exposure.

"Online reputation and brand perception is becoming an increasingly essential measure for marketing and communications decision-makers," said Gregory Artzt, CEO of General Sentiment, "and the Super Bowl is a unique opportunity for marketers to integrate digital strategies with the ultimate buy in broadcast media. In this new age, online media value measurement is one of the most important means of determining the effectiveness of marketing initiatives."

General Sentiment's report includes 46 brands that ran ads during the Super Bowl, providing commentary on the top 10.  The companies that made up the top 10 include a mix of advertisers with strong game day presence such as Doritos and Bud Light. But a pair of newcomers successfully parlayed their TV advertising investment into significant incremental media value-- HomeAway and FloTV.  

The ranking includes several surprises, including one company – ManCrunch -- that generated top-10 media value even though its commercial was not cleared and didn't air.  Other much-talked about brands such as Pepsi (which chose not to air beverage brand commercials in favor of increased social media spending) and Focus on the Family are both in the top 20.

Most brands that bought TV air time were attempting to maximize the investment with integrated marketing programs, in many cases using the power of online social communities to generate buzz well before the game.  Much has been made of the "bounce" brands get from airing their commercials; however the Media Value Report goes further by tracking game day and post-game online and news media activity along with the considerable amount of conversation about the advertisers in the weeks leading up to the game.

The Super Bowl Media Value Report was created using General Sentiment's proprietary software, which "listens" to more than 30 million online sources.  To see the report in its entirety, visit  http://www.generalsentiment.com/superbowl.html and click on "Media Value Report."

About General Sentiment

General Sentiment is a technology company that produces comprehensive research products to help marketing, sales and communications executives evaluate their brand performance in the media, and assess return on investment.  The underlying technology platform is built on "natural language processing" and sentiment analysis software developed over the course of six years of research at Stony Brook University.

On a quarterly basis, General Sentiment offers its industry-wide reports, which break down the brand winners (and losers) for that quarter.  The company also produces custom reports that allow corporate executives to comprehensively understand their brand perception online and measure the effectiveness of marketing efforts.  

For more information about General Sentiment, go to http://www.generalsentiment.com/

SOURCE General Sentiment

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