February 2016

<p>Commercials during the Super Bowl don’t just make us laugh or cry—they also make us search. This year, there were more than 7.5 million searches for the brands advertising during the game. This searching represents a 5X response rate compared to a typical TV ad, even after normalizing for audience size. Second-screen searching—whether it’s to re-engage with the ad, to learn more about the product, or to purchase—is a powerful indication of brand interest. For brands, that means a presence on the big screen isn’t complete without a strategy for the small screen, too.</p> <p>Powered by Adometry TV Attribution technology, here’s a look at the incremental Google and YouTube searches that were specifically driven by the airing of the ads during this year’s big game.</p> <h2>The Second Screen</h2> <p>During the big game, the majority of TV-ad-driven searches happened on mobile.</p> <h2>Searches During The Game</h2> <p>In 2016, search volume was highest during half-time, when TK TK TK. But in 2015, TV-ad-driven searches were highest in the second quarter, when it seemed like the Patriots were beating the Seahawks easily and perhaps the game itself was becoming less exciting. [Searches driven by TV ads increased during the second half in 2014, when the Seahawks easily beat the Broncos, 43-8.]</p> <h2>The Most-Searched Brands</h2> <p>In 2016, ads for these brands during the big game drove the greatest volume of searches:</p> <p>1. budweiser, commercial name</p> <p>2. nissan, commercial name</p> <p>3. mercedes-benz, commercial name</p> <p>4. jeep, commercial name</p> <p>5. chevrolet, commercial name</p> <p>6. bmw, commercial name</p> <p>7. furious 7, commercial name</p> <p>8. jurassic world, commercial name</p> <p>9. nationwide, commercial name</p> <h2>What This Means For Your Brand</h2> <p>Micro-moments—when a consumer turns to a device to know, go, do, or buy—happen all the time, even in front of the TV. Whether people are tuning into the Super Bowl or their favorite TV show, they use their smartphones to search for information triggered by what they’re watching. That means that if you advertise on the big screen, you also have to think about how you engage people on the small screen. Be there, and be useful to them for all types of TV-ad-driven moments—from “I want to learn about that product” to “I want to watch that ad again” to “I want to buy that.”</p>