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Who Won The Advertising Battle of Super Bowl 2012?

February 10, 2012

Being the most-watched TV programme in the US, Super Bowl attracts the most ambitious advertisers each year.  The tradition continued also in 2012 as an estimated 111.3 million people watched the New York Giants beat the New England Patriots on Sunday night. Not surprisingly, it set a record as the most-watched television show for third consecutive year. While millions were excited to watch the game of the year, marketers and advertisers were getting ready for a different kind of game, which had an average cost of $3 million per 30-second.

From this point of view, Super Bowl is also considered the most important advertising event of the year. Several giant brands invest millions of dollars in order to take their place in the ad breaks and to air creative and powerful commercials to create buzz. While these brands see Super Bowl as a significant opportunity in their communication strategy and compete with each other to serve the most memorable commercial, ad agencies also struggle to bring their best work to their clients and create success stories.

In 2012, a total of 54 commercials took their place during the breaks of Super Bowl. Most of these commercials were powerful and interesting to watch. But which brand actually won the advertising battle on that night and became more successful in creating buzz is more difficult to decide. According to USA Today’s Ad Meter, Doritos’ “Sling Baby” Commercial holds the first spot as the most viewed, shared and liked commercial of the night. USA Today’s full winner list is created by adding a social network responses of the public to the mix.

While Doritos seems to be leading the race by having 2 commercials in the Top 10 of the Ad Meter, other commercials such as Kia’s “A Dream Car For Real Life” commercial, Samsung’s “Thing Called Love” commercial (where it kind of makes fun of Apple addicts), M&M’s “Just My Shell” commercial and Chrysler’s “It’s Half Time” commercial has also created huge WOM on various social networks. For the full list of Super Bowl 2012 commercials check out the article on Mashable.

One Comment leave one →
  1. angelinayue permalink
    February 11, 2012 11:27 pm

    3 million/30 seconds…amazing…yea it would be a huge waste of money if your advert isn’t memorable then!!!
    Can’t really understand why Dorito’s ad topped the list though…the baby is cute but…is it really healthy and safe for the baby to eat Dorito?????

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