Super Bowl Commercials Earn ROI Long Before Kickoff
Published in CSP Daily News
Analysis calculates YouTube preview value
PHILADELPHIA, Pa. -- Prior to a single spot being aired during Super Bowl XLVIII, brands including Budweiser, Bud Light and Volkswagen saw multi-million dollar returns from the pre-screening of their Super Bowl advertisements on YouTube.
According to an ROI analysis conducted by Front Row Analytics, the sponsorship evaluation division of Front Row Marketing Services, the top 10 most-valuable pre-screened advertisements had already garnered over $31.5 million combined by 6 p.m. EST on Super Bowl Sunday. These before-kickoff values are based on Front Row’s proprietary YouTube Spot Value (YSV) algorithm. The exposure and value for each of the brands are built upon factors including the number of unique views, integration, timing, release dates and other salient metrics. The company’s top 10 pre-screened ad analysis is detailed below.
Eric Smallwood, senior vice president of marketing and research for Front Row said, “The viral marketing strategy employed by the top spending Super Bowl brands certainly exceeded many marketers expectations. The subculture fostered by Super Bowl advertising lends perfectly to the success of launching the spots before they run on network TV.”
Front Row Marketing Services is one of the world’s largest and fastest-growing sports and entertainment marketing firms, and a subsidiary of Philadelphia-based sports and entertainment group Comcast-Spectator.