In these days of social media saturation, the idea of waiting for the Super Bowl to catch the best ads seems so yesterday. Advertisers are looking to generate product awareness through their blurbs long before kick-off, as evidenced by the vast number of commercials "leaked" this past week.
Read more: Super Bowl Ads Roundup (videos)
General Sentiment is a social media analytics company that measures consumer impact and awareness for marketers and advertisers, using a formula it calls Impact Media Value -- basically, who's getting the most bang for their advertising bucks prior to the game.
Here's their take on the brands advertising during this year’s Super Bowl and the daily revenue that General Sentiment estimates they generated through social media. The lists tell us which companies got the biggest boosts, which made the most money via their investments and which companies --based on their Twitter following-- dropped the ball by not advertising around the Super Bowl.
The first list is ranked in order of the largest Impact Media Value percentage increase over the last two weeks.
1. Dannon
$105,576 + 1,170.4%
Average Daily Impact Media Value (January 16 - 29, 2012)
Percentage Increase Above 3-Month Baseline
Dannon, a first-time Super Bowl advertiser, quickly reaped the benefits of its association with the big game; the company, which received limited media attention during the previous three months, caused a stir on January 19 as it announced that Dannon would feature Oikos Greek Yogurt and actor John Stamos in its Super Bowl ad.
2. E*TRADE $241,938 + 746.5%
The Super Bowl buzz could not have come at a better time for E*TRADE; the online brokerage’s stock fell in Q4 as a result of mounting credit losses. The company hopes that its memorable talking baby campaign will make a splash at the Super Bowl and facilitate a stronger 2012.
3. Doritos $1,335,985 + 676.4%
Doritos’ sixth annual “Crash the Super Bowl” campaign is creating lots of online buzz, and hundreds of thousands of contestants are participating this year. Doritos has also guaranteed $1M to any contestant whose advertisement reaches number one in USA Today’s ad rankings.
4. H&M $203,846 + 504.8%
After its fifth consecutive quarter with reduced profits, the Swedish clothing retailer needs its Super Bowl ad to succeed. The company chose British soccer superstar David Beckham to sport the brand’s new bodywear collection. The announcement of the company’s Super Bowl ad generated increased buzz for H&M during the last two weeks.
5. Kia $2,217,277 + 479.0%
The Korean car company scored with the ad campaign for its midsize sedan, the Optima, which featured NBA star Blake Griffin. Kia hopes for more success from its Super Bowl ad featuring supermodel Adriana Lima, MMA fighter Chuck Liddell and rock band Mötley Crüe. Kia created a great deal of Twitter buzz for the brand by releasing its ad to 18,000 movie theaters on January 27.
