The Super Bowl and eCommerce
Abbe Miller wrote a piece on Business2Community that looked at how big television events impact online sales both during and after the event. The article mentioned some stats from the previous two years culled from a couple different sources. Hashtags included in ad spots jumped to 57%.
Go Daddy decided to pull its puppy ad, Go Daddy has benefited greatly from Super Bowl ads in the past. According to PointRoll, the company saw a 45 percent increase in hosting and dot-com domain sales increased by 40 percent. GoDaddy actually saw 10,000 new customers the Monday after the game.
From the article:
Viewers might not be engaged in eCommerce during the Super Bowl, but companies that invest in 30-second spots are reaching out to online users and seeing results after the game. Marketingland.com pulled data for the 2013 Super Bowl and found that of the 42 advertisers who paid between $3.5 million and $4 million for 30 seconds of airtime, 40 percent included a URL, 48 percent included a hashtag, and 10 percent included their Facebook info at some point during their spot. The numbers were fairly consistent with the previous year’s data except for hashtags, which jumped up 41 percentage points. The numbers didn’t change much in 2014 Super Bowl commercials, except again with hashtags where the number rose to 57 percent.