Should Brands Leak Super Bowl Ads? Are Super Bowl Ads Even Worth It? Social Media Analysis Reveals The Truth!

It’s been a little over a month since the biggest game of the year in the NFL. It’s not just the biggest day of the year for football, it’s also the biggest day of the year for marketers and advertisers alike. We’ve all heard the stories, gossip and rumors that TV is dead and that social media runs the marketing world. We’re firm believers that social media is the future of marketing and sales but also wanted to challenge these assumptions to see how a fully integrated world worked.

We recognize that the world we live in is a world where users have multiple devices. We’re creatures who embrace multi-screens and consume a variety of different forms of entertainment and engagement at a time. As you read this, you’re probably reading it on either a laptop or tablet and have a cell phone device either next to you or in your pocket. In fact, you might even have a television screen in the same room as streaming the latest drama on Netflix or an inspiration TedTalk on Youtube.

The Super Bowl is one of the biggest sporting events of the year. Marketers spend millions and millions of dollars in both their production costs and media buys just to have their message placed in front of the millions of people who tune in for the big game. As we found in our recent report on the Super Bowl, a lot of people in the market for a new car actually tune in for the Super Bowl. Our study showed that 24.9% of the people who have sent tweets indicating that they want a car are actually in the same audience that will tune in for the big game. From this insight, we thought we’d dive a bit deeper to understand the role that these ads play in the automotive industry and how they impact consumers awareness of their products and their actual purchase intent.

Check out the infographic below for some insight and stats on what we found:

Superbowl | Social Media Analytics | Purchase Intents

How Many People In The Market For A Car Actually Watch The Superbowl? [REPORT]

It’s not just the NFL Superbowl, it’s also the advertising Superbowl as well. It’s that time of the year when some of the biggest and most popular brands roll out their best creative and compete for the best ad of the game. It’s a time when millions of viewers around North America are glued to their TV sets watching every play every commercial. It’s the one time of the year where fast forwarding through commercials would be a crime and DVRing the big game would be blasphemy.

Similar to years gone by, this year we’re sure to come across ads from the likes of Coca-Cola, GoDaddy and if we’re lucky, Google. On top of that, the one industry that continues to fund and go all in on Superbowl commercials is the automotive industry. Year over year, we’ve come across some great campaigns such as this brilliant ad from VW:

That advertisement alone, has gone on to be viewed more than 50 million times. But that’s largely in part due to the creative concept and the fact that it’s from 2011. The question that marketers, brands and the entire automotive industry has been wondering is whether or not the Superbowl can drive real results for their brand. For some reason, automotive brands continue to flock towards the Superbowl and spend millions each year to have their ads run. Here’s the auto brands on deck for 2014:

  • Chevrolet – Back for more after expressing the cost to be a deterrent in 2013.
  • Hyundai – 7th consecutive Superbowl spot – Running two ads in 2014.
  • Jaguar – New to the Superbowl – locked in for a 60 second spot.
  • Kia – 5th consecutive Superbowl spot – This one is Matrix-inspired.
  • Toyota – One 60 second spot that features Muppets.
  • Volkswagen – One 60 second spot in the second quarter.

That’s six automotive companies and 7 automotive ads. It’s clear that automotive companies recognize something special about the Superbowl so we thought we should dig deeper to find out what it was. Our first step was to put ourselves in the advertisers shoes and ask the right questions. Who will see it? How many? Who are they? To answer these questions, we turned to our software to offer up an analysis on whether or not these ads were reaching the right people

LeadSift is a tool that is meant to identify and deliver relevant social leads directly to business and brands. It scans social conversations and cuts through the noise to deliver only the conversations that are relevant. Using LeadSift, we were able to scan X million tweets over the course of January to identify the number of people who will be tuned into the Superbowl this Sunday. From there, we took these individuals and analyzed their tweets to identify which of these people were in the market for buying a new or used car. The results would determine how many people in the market for buying a car are actually watching the Superbowl.

According to our research, in the month of January, there were 229,985 in the market for buying a car. Of that, we determined that 24.19% of these people would be tuned into the Superbowl this Sunday (Tweet this). Giving a clear indication as to why these automotive companies cough up millions of dollars each year to have their creative placed in front of this audience. When an audience is in the market for your product, it’s time to build awareness and share your story.


And the Superbowl gives brands an opportunity to do just that.