Life After the Super Bowl: How Spots From H&M and Audi Did POST-Game

Bluefin Labs Tracks Ad Airings and the Social Chatter They Generated

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Remember the Super Bowl? Or more to the point for this particular publication, remember any of the Super Bowl spots? For today's charticle, we're going to remind you about two. Ad Age worked with our editorial partner Bluefin Labs, the Cambridge-Mass.-based social-TV analytics company, to take a look at the post-game afterlife of spots from two very different brands. Scroll down for some context.

  • We decided to take a look at two Super Bowl spots that both displayed Twitter hashtags on screen: H&M's "David Beckham Bodywear" and Audi's "Vampire Party." By hashtagging those spots, H&M and Audi were obviously designing their campaigns with the goal of generating Twitter conversation. You can brush up on both ads -- and actually every Super Bowl spot -- in our video gallery.
  • "Looking at the charts," says Bluefin's Mike Guigli, "you can clearly see how H&M's and Audi's media plans differed post-Super Bowl. H&M immediately continued airing the 'Bodywear' ad, building on the already strong social-media response it received during the Super Bowl. Also, if you look at the networks and shows where the Beckham ad aired, you'll see that they are heavily female-skewed" -- given that ladyfolk would likely be most enamored of half-naked Beckman and might be inspired to buy some of his skivvies to replace their boyfriends' and husbands' ratty old boxers.
  • Audi, on the other hand, waited three weeks to re-air "Vampire Party." And once it did, Guigli notes, "it did so in a pulsing pattern: on air for two weeks, off for two weeks, and then back on for two weeks. During the in-flight periods, there are noticeable upticks in social-media comments about the ad."
  • Wondering about that "earned impressions" stat in the graphic? Bluefin tallies theoretical earned impressions by tracking the networks of individual chatterers on Twitter and Facebook. If someone tweets about an H&M ad, for instance, his or her followers add into the earned-impressions tally, retweets add even more, and so on. Of course, mileage for tweets may vary -- only a certain percentage of followers will see any given tweet -- so earned impressions is more about potential reach.
  • But judging by the simplest metric -- the total number of social-media comments over time -- H&M's Beckham ad (27,888 comments) has the edge over Audi's vampire ad (an even 4,000).
  • Stay tuned to AdAge.com for more data from Bluefin Labs. For more about Bluefin, visit its website.

    Simon Dumenco is the "Media Guy" media columnist for Advertising Age. Follow him on Twitter @simondumenco.