| Pepsi, the returning sponsor of the official web site
of Super Bowl has thus retained its popularity while generating high
awareness of its sponsorship. Claria measured user response to the
Pepsi sponsorship and conducted a survey with a sample of over 500
users who had recently viewed SuperBowl.com.
A second survey was conducted among 900 users the day following
the Super Bowl to measure reaction to TV ads that ran during the
game. Claria also measured online traffic to websites of companies
who ran television ads during the show. Finally, Claria analysed
Super Bowl and NFL related web site traffic and search queries from
1 December through 1 February. The results showed that the unaided
recall of Pepsi's advertising was 40 per cent while the aided recall
was 52 per cent. Pepsi's website also saw a 53 per cent increase
in traffic during the seven days leading up to the Super Bowl.
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