After a storm of controversy, Focus on the Family’s Super Bowl spot featuring Tim Tebow was a huge success USA Today reports. The spot topped Alterian’s study of media buzz, translated as online mentions by scoring higher than any other spot. The study looks at number of online conversations generated by the different advertisers. The Focus website ballooned to 40 times it’s normal volume after the game. The truth is, the ad scored low in USA Today’s “Ad Meter” – a real time consumer testing survey as the ads are broadcast. There, it rated only 54th out of 65 SB ads. However, the vast amount of publicity both before and after the game made it a winner.
One of the more interesting reports is that between December 1st 2009 and the Monday after the game, Focus on the Family generated more Super Bowl advertising related online conversations than any other advertiser, including Anheuser-Busch, Google, and Dorritos. The USA Today story list many more benefits, including 5,000 more subscriptions to the ministry magazine.
It’s too early to chart the long term impact of the spot (if any), but for the short term, it appears they clearly scored big.