3 Ways to Keep Tabs on Super Bowl Ad Chatter
There is a big football game Sunday. Lots and lots of people are talking about it. Some major stories: This guy thinks he looks like Tom Brady (really, though?), Chad Ochocinco is making headlines by not making headlines, and Ferris Bueller is back!
OK – the real headlines made this week and next are about the ads. Let me break down the ad viewing process for you in a couple simple steps: People will be watching the game. They’ll be watching the ads. They’ll be talking about the ads on Twitter. They’ll be watching what other people are saying on the sites that monitor the ads. Then people will be talking about the sites that monitor the ads and watching what other people are saying about the sites that monitor the ads.
Sorry – more complicated of a process than I’d hoped. See, it’s tough staying on top of everything! So, I’ll simplify things by giving you 3 great ways to follow Super Bowl ad chatter.
1. Brandbowl: Brandbowl is a project that was given birth by two not-so-small companies a couple of years ago. Since its first iteration, Brandbowl has become the de-facto place to monitor how the Super Bowl ads are doing in the eyes of Twitter folk. By looking at ranking factors like volume of tweets and ad/brand sentiment, Brandbowl adjusts ads on a scoreboard in real-time throughout the game. 2012 bonus feature: the halftime show will also be rated. What’s the over/under on Madonna getting better ratings than the Black Eyed Peas?
2. USA Today AdMeter: This was the original Super Bowl ad monitoring tool. In 1989, USA Today thought it would be a nice idea to put a few people in a room during the game and have them rate the ads on a scale of 1 to 10. A great idea it was. The results released the Monday morning after the game helped USA Today become the authoritative source for Super Bowl ad buzz. It told advertisers that they had to be in the top 10, or else their spot would be considered a multi-million dollar failure. This year, USA Today has partnered with Facebook to pull social data to help declare the winners and losers.
3. Your Living Room/Bar of Choice: Among all the Internet chatter, the best form of commentary is shared in the moment over wings, beer, and nachos. What the guy at the party who thinks Eli is better than Tom (hate that guy), or your girlfriend wearing the Gronkowski jersey says about that car commercial with a talking monkey, fuels our trending topics, Facebook posts, and Instragram photos. Social events spur social chatter.
How will you measure the success of this year’s Super Bowl spots?!