Online brokerage E*Trade was rated as the most-recalled Internet commercial (69%) and favorite ad (20%) by Super Bowl watchers when prompted with a list of advertisers by Active Research, an Internet market research company, which measured Super Bowl advertising effectiveness via an online survey. E*Trade also scored the top spot of ad most talked about after the game (18%), as well as the ad that most interested consumers in trying the company's product or in visiting the company's Web site (13.5%). However, Pets.com grabbed the number one recall ranking for the lowest media investment by scoring a 55% viewer recall after running only one spot in the second quarter to E*Trade's three spots plus halftime sponsorship. Britanica.com and Oxygen.com both scored greater than 30% percent in recall. The company that ranked lowest on return on investment was Charles Schwab, which spent at a comparable level to E*Trade in commercials and sponsorship, and yet scored only 26% recall with viewers, according to Active Research.
Copyright February 2000, Crain Communications Inc.