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Teleflora's Super Bowl Ad Got Best Online Buzz for the Buck

Posted by: Burt Helm on February 04, 2009

That’s according to a quick study by social media tracker Networked Insights, which looked at the online searches and discussions about each Super Bowl advertiser in the few days before and then after the game. Teleflora saw a jump of 1464% in the number of online mentions the brand got in the days immediately following its Super Bowl ad (I posted it below). In second place was, which got a 738% boost, and after that, which saw online mentions of its brand increase by 594%. Coke Zero finished dead last, with online chatter actually falling 29%.

The firm also tracked what it called “Online Buzz ROI,” which looks at how big a boost each brand got for every $1 million it spent on a Superbowl ad. That way you can compare the results of an advertiser that bought just one spot vs. an advertiser who bought several. Click here for a full rundown of the results.

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Reader Comments

Walt Kania

February 5, 2009 05:14 PM

Buzz is great.

Did they see a bump in business? In calls? Or didn't they want that?

scott crawford

February 9, 2009 11:27 AM

Is it just me? Implication here seems to be that Buzz only goes one way - positive. Are the ROI numbers presented representative of sales or just clicks? What constitutes a "boost"? I wanna know. Everything I've read about this spot, and my own revulsion to it as it aired, suggest to me that the negative buzz is not going to get this brand a positive ROI. Far from it. What say you? Any more to report?

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News, opinions, inflammatory meanderings and occasional ravings about the world of advertising, marketing and media. By marketing editor Burt Helm, Innovation Editor Helen Walters, and senior correspondent Michael Arndt.

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