In the past, brands had to wait days, weeks or even months to see how effective Super Bowl ads were with consumers. The internet has taken away this inconvenience with a plethora of search engines and performance monitoring software available for strategic marketers.
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This year’s Super Bowl Sunday had 74 million web surfers looking up the companies that were airing commercials during the game’s pricy $5.6 million ad break, according to data compiled from Taboola – a native ad platform and discovery tool. In the company’s analysis, the number of searches that took place during the game was twice the amount observed on an average Sunday in January 2020.
When breaking down data from 1,400 publisher websites, experts at Taboola found that consumers are receptive to uplifting and fun ads and seek more information from brands that make them feel good. The following three brands did just that and topped Taboola’s web search data.
3. Procter & Gamble
Procter & Gamble earned third place with its interactive ad, “When We Come Together,” which let consumers pick which brands they wanted to see, including Bounty, Charmin, Old Spice, Febreeze, Mr. Clean, Olay, and Head & Shoulders. The unconventional ad style led to online queries 11 times the P&G’s normal amount.
After killing off Mr. Peanut in January with a fiery explosion, viewers were concerned about Planters’ Super Bowl ad causing emotional harm after Kobe Bryant’s tragic helicopter crash. However, the peanut company was able to salvage its campaign with a Mr. Peanut funeral and rebirth. The creativity paid off for audiences. Planters’ “Baby Nut” commercial ranked in second place with web traffic jumping 21 times.
Doritos snagged the number one spot with online searches spiking 85 times over the typical amount. With so many people searching for the one-minute and 30-second ad, it appears that casting country rap star Lil Nas X and acting icon Sam Elliot for an “Old Town” Road dance-off was the right move for the chip company.
The rate for a 30-second ad at this year’s Super Bowl was as high as $5.6 million, according to Seth Winter – executive vice president of sports sales at FOX Sports. However, brands with high-performing viral ads can potentially make money back on ad-supported video platforms like YouTube.
A YouTube channel that meets the company’s monetization platform can earn between 0.03 cents to one cent per view. So, for companies like Doritos that have raked in over 9.9 million views for a self-uploaded commercial, there is earning potential that can be well over $90,000.