Record-setting • The Super Bowl has surpassed its record audience for the third consecutive year • NBC’s Super Bowl XLVI was seen by a record average of 111.3 million viewers; topping Fox's Super Bowl XLV, which reached 111 million • NBC's audience was the largest to watch a TV program in U.S. history (Nielson data) • A 30 second spot costs $3.5 million
Social Media • Bluefin Labs has so far tracked more than 12.2 million social-media comments during and after Super Bowl XLVI, primarily on Twitter and Facebook. That's a 578% increase over the total Bluefin tracked last year (1.8 million). • Twitter, via its official @twitter account, said the final three minutes of the Super Bowl helped push total tweet volume up to an average of 10,000 tweets per second. • We have a new social-TV high-water mark. "Last night's Super Bowl is the biggest social-TV event we've ever recorded -- by a wide margin," Bluefin's Tom Thai tells me. "It surpassed the previous record of 3.1 million social-media comments, held by the MTV Video Music Awards last August." • Madonna's halftime show alone generated more than 862,000 social-media comments; by comparison, Bluefin recorded 966,000 social-media comments for the 2011 Academy Awards. "If the halftime show were its own standalone televised event," Thai said, "it would rank fourth in terms of all-time social-TV events for entertainment. It would trail only the 2011 MTV Video Music Awards, the 2011 American Music Awards and the 2011 Academy Awards." • Bluefin Labs tracked more than 985,000 social-media comments specifically related to just Super Bowl commercials -- topping the total for the entire telecast of the 2011 Academy Awards.
Ethical guidelines Consider the following procedures early in the development of the ad, say at the storybook phase: • Techniques for Avoiding Legal/Ethical Problems • Use an independent review board to evaluate whether ads violate good taste. These boards could be internal to the agency or include representatives of key interest groups, such as customers of the brand in question. • Conduct copy-testing. This is likely to be less costly than producing the ad and spending money for placement only to find that the ad offends people and generates bad publicity. • List the interest groups that might be affected and try to anticipate their reactions. Or, what is more effective, ask people to take on the roles of those in key interest groups and to express their opinions about the ad. • Develop a code of ethics with respect to tastes and ask those who develop the ads to sign off on each ad. http://advertisingprinciples.com/en/evaluating-ads/evaluating-ads
How to Evaluate TV Advertising • Evaluating television advertisements for effectiveness is difficult since each viewer is affected by them in a different way. A general formula known by the acronym "AIDCA" is used by many advertisers to determine whether or not an ad will succeed in influencing viewers. The "A" in AIDCA stands for "Attention," the "I" is for "Interest," the "D" is for "Desire," the "C" is for "Credibility" or "Conviction," and the final "A" stands for "Action." Each of these steps is believed to be key in creating a quality advertisement. • (Five steps)Read more: How to Evaluate TV Advertising | eHow.comhttp://www.ehow.com/how_5907940_evaluate-tv-advertising.html#ixzz1li5aYN75
How to Evaluate TV Advertising • Look for an attention-getting element within the first five seconds of a television advertisement. This first element of the AIDCA formula is important to be sure viewers are watching and listening to what the ad has to say. An image, statement or situation that is out of the ordinary or important to the ad's target audience generally works well to gain viewer attention, though many creative methods are often employed. • Evaluate whether or not a viewer's attention can conceivably be held throughout the entire commercial. Usually, this means the ad continues on the basic theme of its initial attention-getting element to keep potential customers interested long enough to get a good idea of what is being advertised. • Be sure the advertisement communicates possible benefits a viewer could enjoy by purchasing the advertised item, thus creating a desire for the product or service being offered. Even if a viewer's attention is gained and held throughout a television ad, a company's advertising money is wasted if that viewer does not have any desire to purchase the product.
How to Evaluate TV Advertising • Look for some sign of credibility in the commercial. When potential customers are thinking about trying a new product, it is important to know that the information presented in an ad is accurate and that the product comes from a trusted source. Sometimes, if the name of an already well-known company associated with the product being advertised is mentioned in the ad, this alone can establish enough credibility to satisfy most consumers. • Examine the ad for a call to action. Phrases such as "call now for a free sample," "act now to receive a free gift" or "while supplies last" tend to motivate viewers to immediate action. Without a call to act, a customer may love the product but not really know or care about what he should do next, or the product may be forgotten altogether.