Budweiser, everybody knows by now, won the Super Bowl in terms of the social buzz and online views that its adorable horse-and-puppy commercial racked up. But as the dust settles, we've been busy taking a look at other less-instantaneous measures of success -- like your interest in ever seeing these brands again.
For this chart, Ad Age worked with ListenFirst, a New York-based social analytics and strategy shop, to examine the growth, from kick-off through Tuesday, in Facebook likes, Twitter followers, Instagram followers and YouTube subscribers for the big brands that ran national Super Bowl ads (plus one successful ambush marketer).
Consumers may have played a specific spot online and shared it on social media, that is to say, but did they care enough to join that brand's social community?
For Chevy most of all, the answer is yes: The regular growth in its social followings picked up more than any other Super Bowl marketer in the hours and days after the game.
Scroll down below the graphic for more notes and context.
• ListenFirst tracked both absolute and relative growth, but also kept track of each brand's average social community growth throughout January to serve as a baseline. ListenFirst's Social Audience Impact Score, shown in the bar charts above, represents how brands grew their social followings relative to their usual, pre-Super Bowl growth rate, as benchmarked in January.
• Coca-Cola may have acquired the most new fans and followers across Facebook, Twitter, Instagram and YouTube, but it was starting from already massive bases. Relative to those big bases, the growth it got from kick-off through Tuesday was rather modest -- +0.20% overall, including +0.17% on Facebook (where it gained 135,654 likes).
• Chevy showed the best percentage growth across the four social platforms tracked. For instance, it gained 51,435 likes on Facebook page -- which amounted to total growth of 2% in its Facebook audience in just a little bit more than two days.
• Esurance is, no surprise, the outlier here in terms of growth in Twitter followers because of its wildly successful #EsuranceSave30 stunt, which offered prize money to people who tweeted its hashtag.
• "In the morning-after recaps," says ListenFirst co-founder/co-CEO Jason Klein, "it's easy to get caught up in what spots 'worked' or didn't work based on subjective opinions or short-term data. But we believe a longer view that looks at the growth of brands' social communities is also a critical benchmark. After all, this is not about moments of ephemeral fan engagement through a tweet or a video view -- this is about how brands can acquire fans that they can speak to over a long-term relationship."
Simon Dumenco is the "Media Guy" columnist for Advertising Age. You can follow him on Twitter @simondumenco.
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