"Online views have effectively returned a huge chunk of Honda’s Super Bowl investment, as the automaker earned itself some $4.42 million in free media impressions in the three days after Super Bowl XLVI.
According to a new study by Kantar Video, the automaker aired two spots in the Super Bowl that enjoyed a whole new life online after the game. Through Feb. 8, Honda’s spoof of Ferris Bueller’s Day Off, starring Matthew Broderick, was viewed 14.8 million times on YouTube and other online destinations, for an “earned media” value of $2.24 million.
Also drawing a crowd online was the Acura NSX spot starring Jerry Seinfeld. The ad, which featured cameos from the Soup Nazi and a usurping Jay Leno, was viewed 18.5 million times on YouTube, generating $2.18 million in free exposure.
Based on the average unit cost of $3.5 million per 30 seconds of airtime, each one-minute spot recouped nearly 33 percent of its original cost.
[...]
All told, the roster of Super Bowl ads churned up some $11.1 million in incremental free online views. The top 10 spots alone accounted for $8.62 million of the total, on 95.2 million views."
Source: AdWeek, 13th February 2012
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