RESTON, Va., Feb. 7, 2006 - comScore Networks today released the results of a survey that quantifies American's awareness and brand perceptions related to ads that aired during Super Bowl XL.  Bud/Bud Light reigned supreme in awareness, with 75 percent of respondents recalling their ads during the big game, while celebrity endorsers P.Diddy and Jackie Chan helped Pepsi/Diet Pepsi stay top-of-mind with 60 percent of viewers.  GoDaddy.com flexed its advertising muscle for the second straight year with another sexy Super Bowl spot, which garnered awareness among 53 percent of viewers.

 

Paying Millions for "Brand Damage"?

When asked to rate whether ads improved or damaged the brand's reputation, respondents voiced strong feelings towards several brands.  Bud/Bud Light's use of humor and special effects registered positively with viewers, as did FedEx's package-shipping cavemen as 44 percent reported that the ads improved their respective brand images.  On the other end of the spectrum, Burger King and Emerald Nuts tied for the most negative brand perception, with 20 percent of viewers saying the spots run by these advertisers actually damaged their perception of the brands.

 

Brand Perception Among Total Respondents   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.    Source:  comScore Networks n=507 February 5 - 6, 2006
	Damaged	Improved	Unchanged
FedEx	4%	44%	52%
Bud/ Bud Light	2%	44%	54%
Burger King	20%	25%	55%
Gillette	11%	24%	65%
Emerald Nuts	20%	22%	58%
Hummer	17%	22%	61%

 

 

Playing to Gender Differences

Brand perception was split along gender lines for several advertisers.  Slightly more than one-third of men reported the edgy GoDaddy.com spot improved their image of the brand, while 28 percent of female viewers found the ad damaging.  One could argue the brand hoped for such an impact given the pre-game buzz surrounding the controversial GoDaddy.com ads, and their clear intent to connect with men. 

 

The Gillette Fusion ads were found to be damaging by 15 percent of men, while 27 percent said the ads improved Gillette Fusion's image.

 

Dove's commercial promoting self-esteem in young girls as part of its "Campaign for Real Beauty" was the big winner with 56 percent of female viewers saying it improved their perception of the Dove brand and only 1 percent reporting that their perception was damaged.

 

Brand Perception By Gender   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.    Source:  comScore Networks n=507 February 5 - 6, 2006
	Men			Women
	Damaged	Improved		Damaged	Improved
GoDaddy.com	9%	35%		28%	12%
Dove	7%	33%		1%	56%
Gillette	15%	27%		7%	20%

 

Double Take - Which Would Consumers View Again? 

As a measure of ad enjoyment, viewers were asked to select the ads they would like to view again. As with awareness, Bud/Bud Light captured the top spot with more than 50 percent of respondents reporting they would like to see the ads again.  The FedEx cavemen spot was the second favorite (28 percent), followed closely by Pepsi/ Diet Pepsi, which received 22 percent of the vote. Rounding out the top five favorite ads were Burger King (15 percent) and GoDaddy.com (14 percent).

 

Ad Enjoyment/ Desire to View Again   Q: Which of the following Super Bowl ads would you like to see again?   Source:  comScore Networks n=507 February 5 - 6, 2006
Bud/Bud Light	54%
FedEx	28%
Pepsi/Diet Pepsi	22%
Burger King	15%
GoDaddy.com	14%

 

About comScore Networks

comScore Networks provides unparalleled insight into consumer behavior and attitudes. This capability is based on a massive, global cross-section of more than 2 million consumers who have given comScore explicit permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing. comScore panelists also participate in survey research that captures and integrates their attitudes and intentions. Through its proprietary technology, comScore measures what matters across a broad spectrum of behavior and attitudes.  comScore consultants apply this deep knowledge of customers and competitors to help clients design powerful marketing strategies and tactics that deliver superior ROI.  comScore services are used by global leaders such as AOL,  Yahoo!, Verizon, Best Buy, The Newspaper Association of America, Tribune Interactive, ESPN, Nestlé, MBNA, Universal McCann, the United States Postal Service, Merck and Orbitz.  For more information, please visit www.comscore.com.

 

Contact:
Andrew Lipsman
comScore Networks
(312) 775-6510
press@comscore.com