flowers for Valentine's Day. Traffic to the company's website increased 100% during the Sunday night the game was aired and 75% the day after, said Lynda Resnick, co-chair of Roll International, parent of the flower-delivery service. The company also monitored chatter among florists to see if customer were talking about the Super Bowl ad when they made orders. In the end, February sales were up 5% in a tough market, while the average value of a Valentine's Day order was up 8%, she said. But executives wanted to know more than just February sales, she added. "You want to see if the brand awareness lasts beyond the holiday. This is a 12-month-a-year business and you want to be sure you're going to have some spillover." Audi tracks such measures as brand awareness, consideration and opinion; traffic to audiusa.com and Google searches for the product being advertised immediately following the game. Following the 2008 Super Bowl, for instance, brand awareness increased 11% between the fourth quarter of 2007 and the first quarter of 2008, and rose 3% after the 2009 contest between the fourth quarter of 2008 and the first quarter of 2009. "We generally run the analysis immediately to see immediate lift and then the related metrics come in after the first quarter," in mid-April, Mr. Keough said. Returning advertisers indicate the value is still there in a Super Bowl buy, even if some observers believe the novelty isn't. "Some of the excitement about Super Bowl ads has worn because it has been about 20 years since the Super Bowl ads became a significant event in and of themselves," said Raymond Taylor, professormarketing at Villanova School of Business.
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2010 Media Report Villanova School of Business