Doritos Registers Highest Brand Improvement Score in comScore’s 2009 Super Bowl Survey
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
(1,042 U.S. Internet users surveyed on
expected and actual behaviors on game day, as well as their attitudes with
respect to the Super Bowl advertisements.
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
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
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
named the game’s most valuable player. They had instead favored Steelers
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SOURCE comScore, Inc.