As the media columnist for Ad Age , I don't usually write about advertising or marketing. But today I'm making an exception because I've got some interesting data to share about advertising-as-media -- and TV shows as platforms for advertising-as-entertainment.
Last month, Ad Age collaborated with Bluefin Labs to present a deep dive into the social-media conversation surrounding the first full season of NBC's hit show "The Voice," as well as a visualization of the interconnected social-media conversation around the new FX comedy "Wilfred." (Cambridge, Mass.-based Bluefin's expertise is in providing brands, agencies and media companies with real-time TV-audience response insights through social-media analysis.) Today we're presenting data regarding the latest iteration of the cola wars -- specifically, how Pepsi's new "Summer Time is Pepsi Time " spots are resonating in the social-media sphere.
As my colleague Natalie Zmuda reported on June 28,
In the [first] "Summer Time " spot, which was created by Omnicom Group's TBWA/Chiat/Day, Santa parties on the beach to the 1990s hit "This Is How We Do It." When he goes to get a soda, the bartender serves up a Coke, but Santa turns it down and asks for a Pepsi. "Pepsi? But Mr. Claus, I thought you had a deal with ... you know," the bartender says. Santa replies, "I'm on vacation; I wanna have a little fun."
As much as everyone talks about time-shifting (via DVR, Hulu, etc.), most people still watch TV shows when the networks first air them -- and if they're simultaneously engaged with social media, they're often likely to comment about the commercials that air during those shows as well as the shows themselves.
So how are the "Summer Time is Pepsi Time " spots being received by consumers? "Social response to the new ads has been very strong," Bluefin's Tom Thai tells me, "and, in fact, Pepsi's overall share of voice relative to Coke has gone from 25% to 30%" since the spots started airing a little over a month ago.