Which Brand Advertising Achieved the Highest Conversational ROI?

Researchers at NYU Stern’s Center for Measurable Marketing (CMM) announced today that M&M’S ranked highest among Super Bowl XLVI advertisers in generating Conversational ROI™. The confectioner generated the highest initial levels of online engagement in CMM’s in-depth analysis of online buzz, finishing second only to Doritos in terms of continued conversation.

CMM partnered with Crimson Hexagon, and the Marketing Productivity Group, the leading provider of “state-of-the-science” analytical insights for marketers, on the study exploring which Super Bowl advertisers can expect to see the biggest Conversational ROIs™ on their multi-million dollar investment. According to CMM, Conversational ROI™ measures both the direct impact of word-of-mouth communication on marketing performance, including dollar sales, as well as the amplification effects which social provides to both offline and online paid channels of communication.

Which brands received the biggest bang for their buck?

  • M&M’S generated the highest overall level of positive conversation on Super Bowl Sunday with one “sexy” 30-second spot during the first quarter of the game
  • M&M’S tied Audi and Act of Valor for the highest proportion of positive sentiment
  • M&M’S placed second only to Doritos in terms of generating the longest-lasting conversations around their ads
  • Five of the top 10 Conversational ROIs™ are for autos
  • While Chrysler’s two-minute “Halftime in America” ad created the second-highest level of negative online conversations, it also ranked among the likes of Coke, Pepsi and Doritos in terms of proportion of positive sentiment toward the ad and created the longest-lasting conversation among all of the auto advertisers

Which brands received lower Conversational ROIs™?

  • Coca-Cola aired three spots and received the lowest Conversational ROI™
  • Coca-Cola placed seventh in terms of positive online buzz, but fared worse in proportion of positive sentiment (11th place) with the fifth-highest level of negative posts
  • Kia Optima and VW Beetle rank in the bottom half – the two car brands ranked sixth and seventh in terms of proportion of positive ad sentiment, but both were in the bottom five in terms of online buzz generated

Is the investment worth it for Hollywood studios?

  • Ads for all three movies ranked in the bottom half for Conversational ROI™
  • The Lorax Movie and Act of Valor are among the top five in terms of continuing to generate online conversations about their ads, with John Carter close behind at number eight, though not achieving a high score for conversation ROI

Throughout 2012, CMM will continue to track the online buzz generated by these advertisers. In particular, it will monitor conversations about the brands’ marketing actions and consumers’ feelings toward the brands and their purchase behaviors. By linking these online conversations to the brands’ marketing and in-market sales, CMM continue to demonstrate how this network of paid, owned, earned and shared media all work together in driving sales.

To view the complete rankings, visit CMM’s website at:

http://www.stern.nyu.edu/experience-stern/about/departments-centers-initiatives/academic-departments/marketing/center-for-measurable-marketing/research-knowledge-center/our-research/index.htm


Written by Wayne St Amand

Wayne St. Amand is a veteran marketing leader with a track record of significantly accelerating the growth trajectory and valuation of technology businesses. At Crimson Hexagon, St. Amand is responsible for driving business expansion through the company's global corporate and product marketing efforts.

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