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Honda Won the Super Bowl Before It Even Began

Fresh Numbers:
Honda Won the Super Bowl Before It Even Began

Automakers Dominate Most-Watched Ads On the Web

 

 

There will be a lot of stats released over the next few days on what people remembered, liked or just tweeted about during the Super Bowl. At some point, the instant stats on "buzz" and the like will give way to more meaningful measures: did it improve long-term perception of the brand, or lift sales?

One hoped-for metric over the long-term is that consumers will choose to watch an ad again, and perhaps over and over again, on the web. That was the genius of Volkswagen's "The Force" campaign last year, which earned more than 90 million views on the web over the past year and why a dozen or so marketers attempted to emulate it this year by releasing their campaigns before the game began.

After asking Visible Measures to update its figures on web views, we have a winner by that measure:Honda. The teaser for Honda's "Ferris Bueller" ad dominated going into the Super Bowl, and the extended version of the ad is still drawing viewers. But not by much: VW is a very close second with "Dog Strikes Back." Honda's Acura division also did well with its Jerry Seinfeld/Jay Leno spot, meaning Honda has two spots in the Top Five.

Why is this important? Partly because Super Bowl ad time is so expensive. By reaching almost as many viewers on the web as during the game last year, VW was able to extend the reach of "The Force," spreading out the cost of its Super Bowl buy over many more impressions.

Here are the updated numbers as of Monday morning:

  1. Honda: Matthew's Day Off: 18.4 million
  2. VW: The Dog Strikes Back: 17.8 million
  3. Acura: Transactions: 15.7 million
  4. Doritos: Crash the Super Bowl 2012: 6.3 million
  5. Audi: Vampire Party: 5.3 million

Views: 287

Tags: Before, Began, Bowl, Even, Honda, It, Super, Won, the

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Comment by Todd Vowell on February 9, 2012 at 6:18am

Clint jumped in the "political arena" with that ad, he is still Clint Eastwood but, eh... The Honda commercial was OK but without Ben Stein? Come on... The fat dog? Who cant relate to that, awesome ad. Germans rock!

Comment by Ralph Paglia on February 8, 2012 at 6:03am

Like Cole Matthew Mitguard I really enjoyed the Chrysler/Clint Eastwood spot during the Super Bowl... Like most Americans, I would like to see a resurgence in USA based manufacturing and economic leadership.  Clint struck a chord with his message and I think many people will identify with the sentiment expressed and remember this spot far longer than the others.

Comment by Ken Nix on February 6, 2012 at 9:59pm

Ferris looked like he really was sick throughout the commercial. It was nearly sad. Clint of course, always delivers. It had "HEART" and a pep talk that America really needed. VW, got a nice laugh at the Vadermeister's expense. But my favorite was the Chevy Camaro Commercial. You could "feel" the kid's enthusiasm for the car. "BEST GIFT EVER!" I think the Camaro commercial will spur more sales than any of the other. Being a good commercial doesn't sell cars, moving you to connect to your childhood wants and needs, that sells cars, and Chevy did it with this commercial. Think of all the Dads and Grampas thinking... I couldn't have one in high school, but my son/grandson sure can. Or, he might just think, I couldn't have a Camaro in high school, but I can now. I just can't see the Clint, Vader or Ferris commercials actually moving someone enough to purchase a car. They just don't drive emotion to buy like the Camaro commercial does.

Comment by fernando poniente on February 6, 2012 at 12:37pm

And I bet the most expensive.  

Comment by Cole Matthew Mitguard on February 6, 2012 at 11:47am

Although it may have the most views, the Honda's CRV/Ferris Ad was very poorly received by most people that I have spoken with, and according to most blog sites. The Clint Eastwood/ Chrysler ad was by far the best, and I would imagine that in the next two weeks the view count will skyrocket (Its on most of the "Top Super Bowl Ad's" Lists). That is of course assuming that Chrysler can get permission from the NFL to put it back on youtube... check out this article for more info on that story. 

I will tip my Hat to Honda's marketing team, even if the commercial wasn't the best, they sure got the most exposure.  

Comment by Stephen Murphy on February 6, 2012 at 9:22am

I think Honda's commercial had the most mass appeal because it was humorous, nostalgic and fun. Personally I think Chrysler had the best commercial with Clint Eastwood's "Halftime" monologue. It was a powerful message, and really made me think (more than the other commercials) about how important the automotive industry has been to the success of America. When commercials make you think after they are finished running, I believe you have made an effective advertisement. 

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