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comScore recently published the results of their annual survey which measures the results of consumers’ thoughts on the Super-Bowl ads. Hyundai and Budweiser scored as the most favorable advertisers this year, but I’d like to look at some of the brands which hurt their reputation the most this year (SalesGenie.com and GoDaddy.com).
SalesGenie.com had the highest “brand damage” score, but still managed a small net improvement score. Perennially controversial Super Bowl advertiser GoDaddy.com also drew a high negative response with its racy ad featuring race car driver Danica Patrick.
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Q: Which Super Bowl advertisers’ ads improved or damaged your impression of the brand in any way? February 3-4, 2008; n=1,139 Source: comScore, Inc. |
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Highest Improvement |
Improved |
Damaged |
Net Improvement Score |
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Hyundai |
46% | 1% | 45% |
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Anheuser-Busch (Bud/Bud Light) |
44% | 2% | 42% |
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Bridgestone |
42% | 3% | 39% |
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Lowest Improvement |
Improved |
Damaged |
Net Improvement Score |
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SalesGenie.com |
21% | 18% | 3% |
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GoDaddy.com |
26% | 13% | 13% |
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Under Armour |
30% | 12% | 18% |
