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A social media gauge of Super Bowl ad winners

February 10, 2012 |  6:09 pm

So, how did the ads resonate on social media from the super-expensive Super Bowl spots this year? At $35 million for a 30-second spot, and considering the enormous production costs of most of the ads, you have to figure advertisers were looking for some bang for the buck.

One firm, ymarketing, ran a study of social media responses to the ads sandwiched in between the New York Giants’ 21-17 victory over the New England Patriots and came up with a social media scorecard of brands being advertised.

Using social media tools including Twitter, Facebook and YouTube, ymarketing's scoring system assigned football-related points based on how ads rated in terms of fans, followers, views, mentions, etc.

A few of the findings:

The No. 1 commercial in terms of YouTube viewership 48 hours after the game was … the VW Beetle ad, with 8,054,777 views.  

The No. 1 ad in terms of social reach, measuring the growth among blogs, Twitter, news and other tools was ... the M&M's ad.

And the overall Social Brand Scoreboard winner was ... the Chevrolet ads.

Interestingly, as of Friday, one video that has gotten more than 11 million views on YouTube was OK Go's Needing/Getting sound sensation, which is worth a watch and listen.

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-- Mike James

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