Wednesday, February 9, 2011

Super Ads Dominate Super Bowl

Super Bowl XLV is now in the record books. The February 6 game drew in an average of 111 million viewers and now holds the title as the most-watched show in TV history, making a $3 million 30-second ad buy seem worth the hefty price tag. While audiences tuned in to watch the Green Bay Packers battle the Pittsburgh Steelers, many were more interested in seeing the innovative commercials companies created for the big game. Of course, several food and beverage consumer packaged goods companies were represented throughout Sunday's game.

This year, PepsiCo's Doritos and Pepsi MAX put out a call for consumer-created ads in a Crash the Super Bowl contest that attracted more than 5,600 submissions. Fans voted online from among the top 10 finalist spots chosen by the company, and the top the vote getters for each brand aired during the Super Bowl.

PepsiCo's formula worked; the Doritos ad "Pug Attack" tied for the number one spot on the USA TODAY Ad Meter, with three others earning a spot on the newspaper’s list – a first in Super Bowl advertising history!

Other CPG companies also scored big with consumers. The Brand Bowl, presented by public relations firm Mullen and social media monitoring platform Radian6, kept tabs on what the public thought about the Super Bowl ads through Twitter tweets and sentiment. While Doritos and Pepsi MAX received high marks here as well, Lipton Brisk Iced Tea and Coca-Cola also earned accolades for their spots.

Finally, this year's Snickers commercial was apparently one to watch over and over again! The ad featuring comedians Richard Lewis and Roseanne Barr was the most popular Super Bowl ad this Sunday, based on the number of TiVo users who rewound it and viewed it multiple times.

What did you think? What were the best Super Bowl ads this year?

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