How much buzz did Chrysler get from its Eminem ad?
Report diminishes Chrysler buzz
Lies, damn lies and statistics? Or is it perception versus reality? In the annual YouGov Polimetrix Brandindex study released this week that measures the brand buzz gained the days following the very expensive commercials on Super Bowl XLV, the now-famous Chrysler commercial was not among the top gainers across various demographics.
But before divulging the data it’s important to ask: What is YouGov’s credibility factor?
Based on reports in Advertising Age and Brand Week, YouGov is a weekly consumer perception report that daily interviews 5,000 people each weekday from a representative U.S. population sample from an online panel of 1.5 million individuals. YouGov calculated pre and post-game scores for perceptions of brands to arrive at net scores that present the percentage of respondents who have heard recent positive buzz about a brand advertised in the Super Bowl minus the percentage who have heard recent negative buzz about the brand. Seems a tight methodology to me.
Among all auto advertisers and all advertisers in the Top 10 Chrysler was ranked second in buzz change.
From Super Bowl’s Top 10 advertisers
the Overall Buzz for auto ads was:
| Rank | Brand | Month
Prior |
8 Days
After |
Change |
| 3 | Kia | 6.9 | 13.9 | 6.9 |
| 7 | Chrysler | 2.6 | 8.1 | 5.5 |
| 9 | Hyundai | 12.6 | 18.0 | 5.4 |
YouGov data
The scores are based on weighing positive and negative perceptions of a brand. A +100 score is positive, a -100 score is negative, and a rating of zero means that the score is neutral. Kia, at 6.9 in overall positive buzz change ranked first in all Super Bowl auto advertisers. Interestingly, Volkswagen’s Darth Vader commercial, one of the most talked about pre-and post broadcast did not generate a big amount of positive buzz for the brand. In fact the highest showing was among viewers at least 50+ in age with a 5.6 score.
Since women constitute a huge car buying and influence group it’s important to note how and where auto commercials ranked in the buzz factor and Chrysler came in fourth in added buzz nationally.
From Super Bowl’s Top 10 advertisers
Auto Buzz Rank from all Women
| Rank | Brand | Month
Prior |
8 Days
After |
Change |
| 3 | Hyundai | 12.1 | 18.6 | 6.6 |
| 6 | BMW | 12.6 | 17.2 | 4.6 |
| 7 | Acura | 7.4 | 11.1 | 3.7 |
| 9 | Chrysler | 4.3 | 7.9 | 3.6 |
YouGov data
And naturally the buzz factor of men was also measured with Chrysler ranking fourth among all advertisers by a 1.1 margin.
From Super Bowl’s Top 10 advertisers
Auto Buzz Rank from all Men
| Rank | Brand | Month
Prior |
8 Days
After |
Change |
| 4 | Chrysler | 1.9 | 19.7 | 17.8 |
| 5 | BMW | 16.4 | 33.1 | 16.7 |
| 8 | Kia | 3.5 | 19.6 | 16.1 |
| 10 | Hyundai | 10.3 | 22.6 | 12.2 |
YouGov data
In the key 35-49 demographic auto advertisers Chrysler was not among the Top 10 buzz winners.
From Super Bowl’s Top 10 advertisers
Auto Buzz Rank for Ages 35-49
| Rank | Brand | Month
Prior |
8 Days
After |
Change |
| 5 | Honda | 17.6 | 24.2 | 6.6 |
| 9 | Kia | 6.8 | 11.1 | 4.2 |
| 10 | Hyundai | 8.7 | 12.5 | 3.8 |
YouGov data
And there was some generated negative buzz reaction according to YouGov for Chevrolet and GM:
Negative Buzz
| Rank | Brand | Month
Prior |
Post Super Bowl | Change |
| 3 | Chevrolet | 19.5 | 16.7 | -2.0 |
| 5 | GM | 10.3 | 4.4 | -5.8 |
YouGov data
Ford’s Global Test Drive Underway in Spain
Ford's Global Test Drive program gets underway.
Last fall Ford began a huge social media program for a global test drive of the new Ford Focus. To apply for participation in the Focus Global Test Drive, friends and fans from around the world were invited to submit a video application – via the Ford Focus Facebook page – explaining why they should be among the first to experience the all-new Focus and why their charity of choice is a worthy cause.
Starting today and running for three days, at a private proving ground facility near Madrid, Spain,100 participants will share the experience of a lifetime as they put the all-new Ford Focus through its paces, in support of their charities of choice, many of whom will receive $10,000. The test drivers – among the first to experience the all-new global Ford Focus – will be hosted and coached by racing drivers Justin Bell and Tanner Foust.
“Based on what we have learned with the Fiesta Movement and other social media launch efforts, we chose this unique location to give consumers and bloggers a very special experience,” said Jim Farley, group vice president of Global Marketing, Sales & Service. “Our guests get a unique, once-in-a-lifetime experience behind the wheel of the all-new Focus, within a world-class proving ground facility.”
For a full list of Focus Global Test Drive participants and the charities they support, visit the “Global Drive” tab on the Ford Focus Facebook page www.facebook.com/fordfocus.
Oddest marketing media release of the week, maybe the year.
Is social media important? It is to a BMW dealer in Canada. Actual release below:
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