Media Money with Julia Boorstin

After The Super Bowl: Who’s Buying?


Super Bowl adsmay be entertaining—but do they work?

Forget about which ad drew the biggest laughs—which ones inspire consumers to get out and spend some money?

CNBC partnered with a company called “Collective Intellect” for a Super Sunday Ad tracker which measures social media engagement by culling through 11 million daily posts from Twitter, Facebook, blogs and more across the web.

And it does something unique—it measures “purchase intent” what consumers say about wanting to buy an advertised product.

The most effective marketer, in terms of driving “purchase intent is Chevrolet. Last night its three spots generated 36 percent of chatter about consumers wanting to buy. Today that number has dropped to 32 percent of chatter, but Chevy still holds the top spot. The runner up today is the Samsung Galaxy tab, with 9 percent of all purchase intent talk, jumping up from fifth place last night. How did Samsung make such big gains over night? The company gets credit for smart timing—this morning there were a slew of reviews of the new product and Best Buy started offering a pre-order deal.

Super Bowl, Super Sports, Super Bucks - A CNBC Special Report

Another big winner the morning after: Chrysler.

The automaker didn’t rank in the top five “purchase intent” advertisers last night, but today it rose up to the #3 spot. The patriotic, stirring Clint Eastwood adgenerated about 8 percent of all online chatter about wanting to buy. It seems last night people were more focused on the “believe in America” message, and today they started to think about the brand behind Eastwood and the product he was promoting. One Tweet from @leftyennis said: “Well done, Chrysler. First time advertising has made me want to buy a product since Errol Morris’s High Life spots.”

And it wasn’t just big ticket items generating online buzz. M&Ms dancing naked candy admade people think about buying chocolate—both last night and this morning M&M ranked in the top five.

Not all buzz was positive—no surprise GoDaddy had the most offensive ads by far. About 60 percent of all talk about offensive ads was skewering GoDaddy. But that didn’t hurt the company – it claimed in a press release this morning that it saw the “best mobile website traffic… ever” after last night’s ad. The company also reported that it “enjoyed a significant surge in .co domain name registrations over the weekend and through the live broadcast.”

Questions?  Comments?