Like most advertising professionals, I enjoy watching the Super Bowl as much for the commercials as for the game itself. The next day, I always enjoy scouring the internet for the various reviews of :30 spots that ran during the big game — to see which are being considered true examples of great advertising, and which are determined to be forgettable (at best).
For those who join me in this annual ritual, you’ll agree that most of the reviews turn out to be a popularity contest. Usually, the ads are considered solely on the basis of whether they made the (self-proclaimed) expert laugh — or not.
This year, I usurped my usual indulgence by instead downloading a review that I feel is a bit more informed. Since Super Bowl XXXIX (2005), Reprise Media has published a report that ranks Super Bowl advertisers based on the level of integration between their television commercials and presence in search and social media – essentially measuring how prepared each brand is to capture online interest and buzz.
You can check it out here…
https://www.reprisemedia.com/scorecard.aspx
What’s interesting about the Scorecard is that, rather than focusing on “laugh-ability”, it rewards advertisers who think about the brand impact of integrating their marketing efforts. The report recognizes those advertisers who’ve maximized their exposure by successfully linking their TV ads to their online presence.
In today’s day-and-age, especially given the high price of advertising during the Super Bowl, it surprises me that more of the reviews are not based on ROI and Brand measures — and less on entertainment value. Reprise Media’s Search Marketing Scorecard is certainly a step in the right direction.
