BrandIndex Webinar: 2011 Super Bowl Results February 17, 2011

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1 BrandIndex Webinar: 2011 Super Bowl Results February 17, 2011 Ted Marzilli Global Managing Director, BrandIndex Ph: E: Lance Fraenkel Manager, Client Services Ph: E: 1

2 Webinar Introduction The Super Bowl is arguably the premier advertising event of the year. a) Huge Audience (Record-breaking average viewers this year, 111 million) b) Very limited delayed or time-shifted viewing c) Engaged audience (loyal fan base, growing NFL popularity, commercials are almost as big as the game) The unique platform is priced at a premium 30 second spots reportedly cost ~$3 million BrandIndex reports on consumer perception of brands daily and leverages a large sample size that is reflective of the U.S. population 18+ We also have the ability to report on a number of demographic filters super bowl was, and also review the brands generating the greatest buzz coming out of the game 2

3 Methodology 1. Analyzed 30 in-game advertisers (2011 Super Bowl Advertisers custom sector in reporting tool) 2. Exported 1-day MA scores from the ranking table on the BrandIndex dashboard screen from the 2011 Super Bowl Advertisers custom sector (available to all users) 3. Focusing on Buzz and Attention, we compared the average scores since the game (6 reporting days) vs. a baseline period (30 days prior to the game) More preliminary (2 day post game) scores was first reported in BrandWeek on Thursday 2/4 and ( 4. Repeated the exports for the desired demographics and metrics, and create rankings, brand and sector profiles for best performers 5. We also analyzed 2011Super Bowl results vs Super Bowl and 2010 Oscars 3

4 Results Super Bowl is a strong platform for brands to connect with consumers Buzz increases from the Super Bowl generally far outpace movements seen during the Oscars 2011 and 2010 Super Bowl results (in aggregate) similarly strong 8 out of the top 10 (Buzz improvers) achieved their best results among the younger (18-34) audience or men It is challenging to resonate equally well across all demographic groups Snickers, Doritos and Kia top the list of Buzz improvers overall Pepsi Max, Chrysler, E*Trade, CareerBuilder, Teleflora struck cords with both men and women CarMax, Kia and Hyundai are in top 10 across all age breaks In a very competitive sector, several auto brands were able to resonate with targeted consumer groups 4

5 Webinar: Super Bowl Results 5

6 Use historical data to compare Buzz lifts across multiple Super Bowls and other major advertising events Roughly a third of Super Bowl advertisers gave a significant lift to their brands amongst all Adults 18+ in the eight days post event The 2010 and 2011 aggregate results are similar, with slightly greater lifts seen in 2010 vs The 2010 Oscar telecast did not deliver the same impact as the Super Bowl 6

7 General Population: Top 10 Overall Performers Snickers achieved the highest overall improvement 10 brands generate a statistically significant improvement (4+ pts) Car Makers Kia, Chrysler and Hyundai stand out in the highly competitive auto sector (~25% of all Super Bowl spots) Most of the brands on the Top 10 Buzz list also drove the highest improvements in Attention 7 7

8 Brand Profiles amongst the top 10 performers Snickers second consecutive year in the Super Bowl pays dividends, as Snickers registers the largest overall Buzz increase. Snickers is the #1 Buzz improver with Women, adults and in the South. Doritos was a major winner this year driving the second largest Buzz increase -- specifically with Men, adults 35+, and the South and West regions Kia is the top improver from a deep category of auto advertisers during the Super Bowl. Kia's scores were driven by Men, evenly across ages (from a rankings perspective) and the Midwest and West 8 8

9 Super Bowl Results: Top Performers by Gender Men and Women have completely unique top 5 buzz mover lists post Super Bowl Brands move perception more with Men vs. Women Brands from Snacks and Auto sectors appear in the top 5 for both Men and Women (Doritos vs. Snickers, Kia & Chrysler vs. Hyundai) 9 9

10 Super Bowl Results: Top Performers by Age year olds were the age group most dramatically affected by Super Bowl advertising Average Buzz lift amongst the top 10 performers in the market was more that 3x lift in other age groups CarMax (18-34 & 35-49), Doritos (35-49, 50+) and Chrysler (18-34, 50+) are the only brands to make a top 5 improvement across multiple age groups 10 10

11 Super Bowl Results: Top Performers by Region The West region displays the largest Buzz improvement of any region (though Midwest is a close 2 nd ) E*TRADE was the top performer in both the West and in the Northeast E*TRADE, Doritos, CarMax, and Snickers were the only brands to appear on multiple top 5 lists No brand appears on the top 5 list for more than 2 regions 11 11

12 Adults 18+: Snickers significantly outperforms the aggregate 2011 Super Bowl Top 10 Performers sector 12

13 Snickers Buzz Breakdown A18-34 Women South 13

14 Sector Profile: Autos Gender/Age/Region breakouts Roughly a third of brands in the category have lifted Buzz scores a week post Super Bowl 14 Kia & Hyundai Motors are big winners overall in auto sector 14

15 Sector Profile: Autos Quick Summary Amongst the General Population, three brands (Kia, Chrysler and Hyundai) all sustained 5+ point Buzz gains Chrysler brand propelled forward with Men and Women Kia, VW movements movements unique to women 15 15

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17 Questions?