News

Pizza Hut Super Bowl ads garnered top press attention

February 9, 2006

CHICAGO — A Bacon's-Multivision study of news coverage generated by companies' pre- and post-Super Bowl Sunday publicity efforts showed Pizza Hut's marketing was the most effective.

According to a news release, B-M's Super Bowl Sunday Report is an annual study that reflects the extent of publicity that advertisers and their commercials generated from the nation's opinion-leading broadcast media. The report consolidates, quantifies and compares news stories appearing in national, cable and the top-50 television markets throughout the United States. The advertisers, as well as public relations and advertising agencies, find this information useful as it quantifies the free publicity each advertiser receives between Dec. 19, 2005 and Feb. 7, 2006.

The study found advertisers using celebrity endorsements generated the most pre-game publicity this year, as evidenced by the top-ranked Pizza Hut ad featuring Jessica Simpson.

"One of the prime components of integrated Super Bowl marketing is public relations," said Brent Bamberger, vice president for B-M. "Savvy marketers are seeing the value of focused pre-game PR, tight Web-integration and killer creative. The goal is to generate just enough pre-game publicity to make sure people are watching and carry that momentum to post-game chatter and media frenzy. When people talk about a commercial after the game, they are more apt to move towards purchase consideration."

The study ranked the following top-10 Super Bowl Advertisers Ranked by share of voice/number of stories:

1. Pizza Hut
2. Diet Pepsi
3. GoDaddy.com
4. Careerbuilder.com
5. FedEx Corporation
6. Anheuser Busch
7. Nationwide Mutual Insurance
8. Burger King
9. MasterCard Inc.
10. Ameriquest