Once again, the game was more competitive than the commercials. The Giants somehow stunned the Patriots while Budweiser was winning USAToday's AdMeter. But the big winner of SuperBowl Sunday was... The Internet. The New York Times sums it up nicely in this piece: "For Marketing, the Most Valuable Player Might Be YouTube."
"It is a far cry from just a few years ago, when the Super Bowl commercials disappeared after the game, along with the losing team. Now the strategy among sponsors is to maximize postgame exposure to help amortize the eye-popping cost of a Super Sunday spot — this time, an estimated $2.7 million for each 30 seconds of national air time."
The article notes that TiVo, long the bane of TV advertisers, helped some ads beat the game in ratings; the commercials got a higher audience than the game” in homes with the TiVo video recorder service.
YouTube, of course, was a prime destination for people wanting to catch what ads they missed on their beer and bathroom breaks. Check out the AdBlitz channel to compare view counts and ratings.
Even more interestingly, there was the TwitterBowl. I'm not a Twitterer, but this is the first time I've seen a really neat application of the technology. Kudos to Jeremiah Owyang on this fascinating experiment in social media.
BTW, here are my favorite commercials from this year:
5. The E*Trade Baby (both versions).
4. Audi's Godfather spoof. Clever concept, and man, what a car!
3. SoBe's Lizards were doing the Thriller dance so well, I wondered why Naomi Campbell was even on the screen at all.
2. Bridgestone's "Scream" and "Alice Cooper/Richard Simmons" (tie). Bridgestone? Really? Yep, really!
1. Coke, of course. Underdog and Stewie go at it, only to see Charlie Brown steal the show?! Brilliant.