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Capital Business
Posted at 07:37 PM ET, 02/06/2012

Clearspring data show which Super Bowl brands built social media buzz

What goes right to the heart, err wallet, of U.S. consumers? If this year’s Super Bowl commercials are any indication: puppies, long-legged models and historic, if altered, American moments.

Advertisers have long spent big money to capture the attention of the millions of viewers who tune into the annual game. But as The Post’s Paul Farhi wrote last week, this year they also had a second screen in mind.

More consumers than ever watch television with a tablet computer or smartphone in hand. These gadgets allow them to share thoughts and reactions with friends in real-time over text message, e-mail and social networks.

McLean-based Clearspring tracks many of those interactions using its widget, called AddThis, which can now be found on 11 million Web sites. The platform collects data from 1.2 billion people around the planet in any given month, the company said.

So which brands garnered the most social media buzz last night?

Clearspring data show that interest in Doritos, Budweiser and Teleflora spiked more than 150 percent during the Super Bowl compared to the day before. That’s based on how often people search for those brands online or share about them on social networks, such as Facebook, Twitter and Tumblr.

“Doritos and Teleflora [did] well because they are not regularly advertising on TV to 111 million plus people,” said Greg Cypes, director of product. “People may never have heard of Teleflora before the game yesterday, or if they did it was not at the top of mind, resulting in big increases in searches for Teleflora.”

“In the case of Budweiser, they saturated the game with ads and in two cases their ads, Prohibition and Weego, both really resonated with viewers that caused big spikes in shares and clicks,” he said.

Chevy saw interest in its brand soar almost 2,000 percent for a few minutes during the game, before falling back to normal levels. Consumers’ attention on social media is fleeting at best, it seems, as no brand sustained significantly heightened levels of interest for more than about 10 minutes, according to Clearspring data.

“People’s attention spans are short and with the many ads and game action, the spikes are natural and it is something we see every year,” Cypes said. “There is an advantage to having the first ad spot going into a commercial break for that reason.”

The exception was singer/rapper M.I.A. Her decision to flip the middle finger during her cameo in Madonna’s half-time performance continued to capture online chatter well after the New York Giants clinched their win.

The attention of dual-screen viewers could grow more important to advertisers. Online sharing was up 143 percent compared to last year, according to Clearspring, and sharing via mobile devices climbed about 500 percent.

By  |  07:37 PM ET, 02/06/2012

 
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