Some of the biggest brands in the world vied to capitalize on buzz created by Super Bowl ads, but most failed to successfully link TV ads to their online presence, according to Reprise Media, which measures how prepared brands are to capture online interest and buzz.

Among this year's key findings:

• 6% of Super Bowl advertisers put a call to action in their commercials.
• 28% of brands purchased ads against Super Bowl-related keywords.
• 93% of advertisers did not buy search placement for concepts related to their ads — terms related to spokesperson, mascot, celebrity or tagline.
• No Super Bowl ads pointed to a social media presence on MySpace, YouTube or Facebook. Less than one-fifth showed Super Bowl-related content on social networks.
• Advertisers are getting better at including the relevant URL in their ads...with 84% displaying a URL in their commercials.

This year's game was the second most watched program, ever. TV is not dead. But why would a company spend $2.7 million for :30 seconds on TV and not try to make the most of the buzz online? What about the rest of the year?

Have a look on Google Trends for any brand in the Super Bowl and there is a huge up tick in search volume during the game. Are brands taking advantage of this sign of interest & intention?

This entry was posted by Hashem Bajwa, on 18 February 2008. You can leave your response.