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Hitwise Intelligence - Heather Dougherty - North America

Analyst Weblog

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Super Bowl Ad Searches

February 22, 2010

As a follow up to my blog post about the lift in traffic to websites advertised during the Super Bowl, I thought it would be interesting to see which advertisers were searched most often. Among the search queries that were related to Super Bowl ads during the week ending February 13, 2010, the top ten were mostly generic searches for ads & commercials. Two specific ads were mentioned in the top ten search terms - Doritos and Tim Tebow for ‘Focus on the Family’. Overall 7.5% of the traffic to the portfolio was from paid listings and 'super bowl commercials 2010' was the top paid term.

The top advertisers included among the search queries were Doritos, Focus on the Family and Snickers. For advertisers that used a celebrity in their advertisements, their names were also commonly being searched, with Tim Tebow and Betty White appearing most often.

YouTube received the highest share of traffic from the search terms in the portfolio ‘Super Bowl Ads 2010’ for the week ending February 13, 2010. The section for Super Bowl ads on the NFL Fanhouse website and SuperBowl Commercials followed, with the top 3 websites all offering the opportunity to view the commercials online.