New Zogby Poll on Super Bowl Ads
Survey finds ad remains in viewers minds as best of Super Bowl XL; Mean Joe Greene is Super Bowl all-time ad MVP
After some Monday-morning quarterbacking, Super Bowl XL viewers have decided that Budweiser's "Young Clydesdale" ad wins Sunday's other big game -- the battle for the top commercial spot.
At around $2.5 million per 30 seconds, Sunday's ads occupied the most expensive advertising real estate ever. And Zogby International finds Budweiser's ad a clear first-place finisher, the favorite of 15% of viewers. FedEx's hapless caveman, meanwhile, placed second at 10%, while Bud Light's "Secret Fridge" commercial rounds out the top 3 at 8%.
In the battle for age demographics, meanwhile, "Secret Fridge" strengthened its position, with 13% of viewers under 30 rating it the top pitch, but tanking among those age 30 and older. The "Young Clydesdale" spot, which climbed to 18% among the under-30 demographic, finished weakly among 30 to 49 year-olds. FedEx's fossil film, meanwhile, skewed older in its impact, taking 13% of 50 to 64 year-olds, second to "Young Clydesdale," which took 21% of this demographic.
"Young Clydesdale" was a top pick for a key reason with viewers: 79% of those who chose it said they did so because the spot made them "feel good." Humor and special effects were more likely to be chosen as rationales for fans of the other two top ads.
Some ads may have missed the mark in the ad agency championship, however. CareerBuilder.com's ad depicting workplace chimps celebrating the "growth" of sales at their company scored progressively worse as income level rose, besting the income categories below $25,000, but apidly receding among others. The "Young Clydesdale" spot, meanwhile, scored the equivalent of a touchdown and two-point conversion in the income category, heavily winning among those whose household incomes hovers between $35,000 and $50,000 per year. It also performed well with fans of another sport -- among self-professed NASCAR fans, it was the favorite by a massive five-to-one margin over the next closest competitor.
In the dubious category of most risqué or inappropriate ad, meanwhile, GoDaddy.com lived up to its past controversies. More than one-in-five viewers (22%) rated the domain name registry's eye-popping (not to mention camisole-strap tearing) entry as the hands-down winner of this category. Ameriquest's mile-high "Turbulence" spot hit some bumps in its ability to shock, taking just 6% of the ignoble category.
Mean Joe Greene Super Bowl Ad MVP
While No. 75 may not have been playing with the Steelers in their first Super Bowl win since the era when he led the team to four titles in six seasons, "Mean Joe" Greene's presence is still felt in the advertising world.
When viewers were asked to identify the best Super Bowl ad of all time from a limited list of perennially-mentioned favorites, the Steelers great gave his competitors for all-time greatest Super Bowl TV spot the same treatment he did the Dallas Cowboys in Super Bowls X and XIII. That is to say, he crushed them.
The memorable spot that featured Greene, a young boy, a bottle of Coke, and that No. 75 jersey was the favorite of one in three Super Bowl XL viewers (33%) outpacing even Budweiser's famed amphibians -- the frogs whose throaty "bud-weis-er" echoed through a swamp beginning in 1995 placed second at 21%. Farther down the list were Apple's famed "1984" Macintosh spot, at 8%; Michael Jordan and Larry Bird's "HORSE" hoops showdown, at 7%; Bob Dole's "little blue friend" Pepsi spoof ad, at 3%; and the "I'm going to Disney World" campaign begun with Giants great Phil Simms in Super Bowl XXI, at 2%. Master Lock's perennial ads featuring a shooter taking on the famously tough padlocks barely registered, as did Frito-Lay's ads featuring washed-up politicians like former Governors Mario Cuomo and Ann Richards as well as another spot featuring former Vice President Dan Quayle.
The Zogby Interactive survey was conducted Feb. 5 and 6, and included 2,327 interviews of Super Bowl viewers nationwide. The margin of error for the poll is +/- 2.1 percentage points.
After some Monday-morning quarterbacking, Super Bowl XL viewers have decided that Budweiser's "Young Clydesdale" ad wins Sunday's other big game -- the battle for the top commercial spot.
At around $2.5 million per 30 seconds, Sunday's ads occupied the most expensive advertising real estate ever. And Zogby International finds Budweiser's ad a clear first-place finisher, the favorite of 15% of viewers. FedEx's hapless caveman, meanwhile, placed second at 10%, while Bud Light's "Secret Fridge" commercial rounds out the top 3 at 8%.
In the battle for age demographics, meanwhile, "Secret Fridge" strengthened its position, with 13% of viewers under 30 rating it the top pitch, but tanking among those age 30 and older. The "Young Clydesdale" spot, which climbed to 18% among the under-30 demographic, finished weakly among 30 to 49 year-olds. FedEx's fossil film, meanwhile, skewed older in its impact, taking 13% of 50 to 64 year-olds, second to "Young Clydesdale," which took 21% of this demographic.
"Young Clydesdale" was a top pick for a key reason with viewers: 79% of those who chose it said they did so because the spot made them "feel good." Humor and special effects were more likely to be chosen as rationales for fans of the other two top ads.
Some ads may have missed the mark in the ad agency championship, however. CareerBuilder.com's ad depicting workplace chimps celebrating the "growth" of sales at their company scored progressively worse as income level rose, besting the income categories below $25,000, but apidly receding among others. The "Young Clydesdale" spot, meanwhile, scored the equivalent of a touchdown and two-point conversion in the income category, heavily winning among those whose household incomes hovers between $35,000 and $50,000 per year. It also performed well with fans of another sport -- among self-professed NASCAR fans, it was the favorite by a massive five-to-one margin over the next closest competitor.
In the dubious category of most risqué or inappropriate ad, meanwhile, GoDaddy.com lived up to its past controversies. More than one-in-five viewers (22%) rated the domain name registry's eye-popping (not to mention camisole-strap tearing) entry as the hands-down winner of this category. Ameriquest's mile-high "Turbulence" spot hit some bumps in its ability to shock, taking just 6% of the ignoble category.
Mean Joe Greene Super Bowl Ad MVP
While No. 75 may not have been playing with the Steelers in their first Super Bowl win since the era when he led the team to four titles in six seasons, "Mean Joe" Greene's presence is still felt in the advertising world.
When viewers were asked to identify the best Super Bowl ad of all time from a limited list of perennially-mentioned favorites, the Steelers great gave his competitors for all-time greatest Super Bowl TV spot the same treatment he did the Dallas Cowboys in Super Bowls X and XIII. That is to say, he crushed them.
The memorable spot that featured Greene, a young boy, a bottle of Coke, and that No. 75 jersey was the favorite of one in three Super Bowl XL viewers (33%) outpacing even Budweiser's famed amphibians -- the frogs whose throaty "bud-weis-er" echoed through a swamp beginning in 1995 placed second at 21%. Farther down the list were Apple's famed "1984" Macintosh spot, at 8%; Michael Jordan and Larry Bird's "HORSE" hoops showdown, at 7%; Bob Dole's "little blue friend" Pepsi spoof ad, at 3%; and the "I'm going to Disney World" campaign begun with Giants great Phil Simms in Super Bowl XXI, at 2%. Master Lock's perennial ads featuring a shooter taking on the famously tough padlocks barely registered, as did Frito-Lay's ads featuring washed-up politicians like former Governors Mario Cuomo and Ann Richards as well as another spot featuring former Vice President Dan Quayle.
The Zogby Interactive survey was conducted Feb. 5 and 6, and included 2,327 interviews of Super Bowl viewers nationwide. The margin of error for the poll is +/- 2.1 percentage points.
posted by MovinMan at
2/06/2006 02:49:00 PM
3 Comments:
The young Clydesdale ad was far more entertaining than the Stones half-time show. BLAH! I get no satisfaction watching a skinny old man gyrate! Wish they would quit doing these half-time concerts and get back to Evil Kinevil stunt shows, military marching formation bands, acrobats and other stuff. U2 did a good job last year, but that's one of 3 half-time concerts that I actually enjoyed. How many Zogby polls are there anyway?!
By
Trailady, at 8:09 AM, February 07, 2006
Or a honest to goodness metal show, like Rob Zombie or Gwar, just blow away our preconceptions, don't listen to the bean counters and go ballistic. Of course I stoped watching sports several years ago so I wouldn't see it!!!!
By
Anonymous, at 9:56 PM, February 07, 2006
The Stones were definitely mediocre at best! My favorite ad was the one where the two monsters-Godzilla and The Iron Giant fell in love and had a baby Hummer.
By
Anonymous, at 10:06 AM, February 08, 2006
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