Anheuser-Busch wins big on Super Bowl Sunday
February 7, 2006
STAMFORD, Conn.--(BUSINESS WIRE)--On Super Bowl Sunday
Anheuser-Busch came in as Madison Avenue's big winner with the
most popular ad, according to a survey conducted by InsightExpress,
a leading online market research firm. The survey, which polled
a representative sample of 500 American Super Bowl viewers, revealed
that Bud Light's Clydesdale Colt topped the list of the best commercials
shown during this year's game. Budweiser's Magic Fridge and Bear
Attack spots drew the highest recall, securing the company's dominance
of the big game.
"Humor is a Super Bowl staple, yet viewers chose the more
touching Clydesdale Colt ad from Budweiser as their favorite,"
said Dan Campbell, Group Director for Advertising & Media
at InsightExpress. "The poignant Clydesdale spot stood out
from the pack, but advertisers were not afraid to be funny this
year. The majority took the high road with jokes that appealed
to a wide audience." Rounding out the top three best commercials
were FedEx's Caveman and Budweiser's Magic Fridge.
"As far as trends go, this crop of ads was not edgy, but
marketers did leverage integrated online components to capitalize
on the Super Bowl's broad reach," added Campbell. "And
since the Super Bowl is now a bona fide media event, these ads
have morphed into post-game website content. In fact, a quarter
of our respondents said they will visit a website because of a
Super Bowl ad, most to view it again because they thought the
ad was funny."
Beer and the Super Bowl go hand in hand, and it's clear that
the beverage is also a great match for Super Bowl commercials.
Americans credited Budweiser with producing the most innovative
Super Bowl ad (Stadium Wave), and Bud Light's Magic Fridge spot
was voted the funniest.
Dove also scored with Self Esteem Fund for Girls, the commercial
with the most positive influence on the advertiser or its product.
And although pizza and sex-appeal are also Super Bowl standard
fare, Pizza Hut's Cheesy Bites was most often cited as the commercial
that did not strengthen the image of its brand.
"While there was less risk taking than in years past --
we saw a lot of animals and plenty of physical humor - there were
also fewer outright bombs," added Campbell. "Since the
average cost for a 30 second spot during yesterday's game was
$2.5 million, smart advertisers maximized the return on their
investment with pre-testing. In this situation pre-testing is
a no-brainer since it helps to reduce risk, a major component
of any Super Bowl ad buy."
A total of 500 online Americans adults (18+) from across the
country were randomly recruited online using InsightExpress' patented
recruiting methodology, e-RDD. At a 95% confidence level, the
survey's margin of error is +/-4.38%.