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Doritos Registers Highest Brand Improvement Score in comScore’s 2009 Super Bowl Survey

February 5, 2009

RESTON, Va., Feb. 5 /PRNewswire-FirstCall/ — comScore (Nasdaq: SCOR), a
leader in measuring the digital world, today released the results of its
annual Super Bowl surveys, one conducted prior to the game (1,003 U.S.
Internet users surveyed on Jan. 26-27, 2009) and one conducted after the game
(1,042 U.S. Internet users surveyed on Feb. 3-4, 2009), to understand people’s
expected and actual behaviors on game day, as well as their attitudes with
respect to the Super Bowl advertisements.

(Logo: http://www.newscom.com/cgi-bin/prnh/20080115/COMSCORELOGO)

Game Day Internet Usage

The Internet continues to play an important role in the Super Bowl Sunday
festivities, with two-thirds of those who watched the Super Bowl indicating
that they went online at some point during game day. Approximately 41 percent
of respondents said they used the Internet during the actual game, while 33
percent logged online during halftime. Some of their Internet-related
activities on game day included:

— 12 percent of respondents said they used the Internet to view this
year’s Super Bowl ads online; 8 percent said they viewed previous years’ ads.

— 15 percent of respondents said they visited an advertiser’s Web site
after viewing their Super Bowl ad; of those, the top advertiser site
destinations were GoDaddy.com (29 percent), Dennys.com (23 percent) and
Coca-Cola.com (22 percent).

— 9 percent of respondents said they voted for the Super Bowl MVP via
text messaging or online.

Beverage Companies Dominate Favorite Advertisers

One-quarter of respondents in the pre-Super Bowl survey indicated that
watching the ads is their favorite part of the day’s festivities. When asked
which three companies’ ads they were most looking forward to, respondents
demonstrated a strong preference for beverage brands. Specifically, the most
anticipated brand’s ads were Bud/Bud Light with 76 percent of respondents,
followed by Coca Cola (48 percent) and Pepsi Co. (43 percent). Controversial
perennial Super Bowl advertiser GoDaddy.com ranked fifth with 15 percent of
respondents.


    Q: Which company's ads are you most looking forward to? (Select 3)

    January 26-27, 2009; n=1,003
    Source: comScore Pre-Super Bowl Survey
    Brand Advertiser                           Percent of Respondents
    Bud/Bud Light                                        76%
    Coca Cola                                            48%
    Pepsi Co.                                            43%
    Doritos                                              23%
    GoDaddy.com                                          15%

Interestingly, their expectations mirrored reality. In the post-Super Bowl
survey, when asked which ads they would like to see again, respondents
selected the same top five advertisers from the “most anticipated” list,
though in a slightly different order of preference. Doritos proved even more
popular than its high expectations, ranking second with 34 percent of
respondents indicating they would like to see the brand’s ads again.


    Q: Which company's ads would you like to see again? (Select all that
    apply)

    February 3-4, 2009; n=1,042
    Source: comScore Post-Super Bowl Survey
    Brand Advertiser                           Percent of Respondents
    Bud/Bud Light                                        42%
    Doritos                                              34%
    Coca Cola                                            22%
    Pepsi Co.                                            21%
    GoDaddy.com                                          17%

Doritos Scores Highest Net Improvement in Brand Survey

comScore also asked respondents in the post-Super Bowl survey whether the
various Super Bowl ads improved, damaged, or left unchanged their perception
of the advertised brands. Doritos scored the highest net improvement score of
42 percentage points, followed by Bud/Bud Light (40 percentage points) and
Denny’s (39 percentage points), whose offer of a free Grand Slam breakfast to
everyone in America on Tuesday, February 3, apparently resonated with the
public.


    Q: For each of the following brands, please indicate whether their ad
    during the Super Bowl improved or damaged your impression of the brand in
    any way?

    February 3-4, 2009; n=1,042
    Source: comScore Post-Super Bowl Survey
                                                        Net Brand
    Brand Advertiser      Improved        Damaged   Improvement Score
    Doritos                  46 %            4 %          42 %
    Bud/Bud Light            43 %            3 %          40 %
    Denny's                  41 %            2 %          39 %
    Coca Cola                40 %            3 %          37 %
    Pepsi Co.                37 %            5 %          32 %
    GoDaddy.com               28%            15%           13%

GoDaddy.com had the highest brand damage score (15 percent), which
resulted in the lowest net brand improvement score (13 percentage points). In
fact, GoDaddy.com was the only advertiser with a brand damage score higher
than 6 percent. Nevertheless, GoDaddy.com registered the third highest ad
recall (53 percent of respondents), trailing only Bud/Bud Light (72 percent)
and Doritos (59 percent).

Americans Accurately Predict Steelers Victory, Miss on MVP

In the pre-game survey, respondents were asked to predict the outcome of
the game, as well as who they thought would be the recipient of the MVP
trophy. Nearly two-third of respondents (66 percent) accurately predicted that
the Steelers would emerge victorious in the Super Bowl, compared to 23 percent
who predicted the Cardinals to win. However, only 2 percent of respondents
accurately predicted that Steelers wide receiver Santonio Holmes would be
named the game’s most valuable player. They had instead favored Steelers
quarterback Ben Roethlisberger with 29 percent of the vote, with Cardinals’
quarterback Kurt Warner the second highest vote-getter at 19 percent.

About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital
world and preferred source of digital marketing intelligence. For more
information, please visit http://www.comscore.com/companyinfo.

SOURCE comScore, Inc.


Source: newswire



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