Advertising ROI: Twitter’s SuperBowl Moments

This analysis is more than a year old, but the conclusions might still be relevant. We have tried to compare the RoI of a ‘super hot’ tweet with that of a superbowl ad, by comparing a tweet from Charlie Sheen and the very popular GoDaddy superbowl ad from 2005. The focus is on ‘immediate returns’ since we believe that is the whole point of advertising on Twitter, and on the Superbowl as well. The results/conversions (internship applications and registering domains respectively) have been picked up from published data.

Note:

1. We have assumed that the “first one hour effect” of a ‘hot’ tweet and a SuperBowl ad to be comparable elements.
2. Both the tweet and the ad have very significant ‘after-lives’ – retweets and post-event ad viewership. we have ignored this for this analysis.
3. Applying for internship is a zero-cash outflow activity, registering a domain name is not. However, in the absence of better data, we have assumed these are comparable.
4. A Tweet is an asynchronous activity, and a TV commercial is synchronous. However, in the new world of twitter clients, we have assumed these to be comparable.

We spotted some amazing stats on the Charlie Sheen internship tweet today:

“Not only did nearly 100,000 people click on the link in the first hour, but applications to Sheen’s social media internship position have now reached over 70,000”

Here is an infographic:

Since the post spoke about Superbowl: “Success on this scale is rare to achieve outside of a multi-million dollar Super Bowl ad. But with 1,000 celebrities available to endorse brands in social media, Super Bowl moments have become much more accessible and measureable” we thought we would do some comparison.

Since the Charlie Sheen tweet is probably an outlier, we picked an outlier on the superbowl side as well: the Godaddy ad in 2005. We have averaged out the Godaddy numbers to reflect the first one hour (we dont have the actuals)

The Charlie Sheen stats are very clear:

Interests: 95,333 clicks in the first one hour
Conversions: 74,040 applications

The following Godaddy stats after the 2005 Superbowl ad are derived:

Interests: 104166 hits in the first one hour (derived from 5 million in 48 hours). This will really not be the first one hour but you get the idea.

Conversions: 130956 (derived as 523,825 / 4, to spread out the effect of the ad) Derived from: “In the 12 months since the Super Bowl ad, Go Daddy has added 523,825 active sites, a growth rate of 136 percent.”

While we have made some fairly big assumptions for this analysis and the numbers are really at a very high level, one thing is clear: Advertising on Twitter, done the right way, is the next big thing in advertising. There are many Superbowl moments that are accessible and measurable.

(as noted by Arnie Gullov-Singh, CEO, Ad.ly)

And reg the ROI – on the Twitter side we need to wait longer before we know the ‘I’ 🙂

Statistics Source: MediaBistro, Adweek, Netcraft.

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$550 Million: The Economic Windfall for A City Hosting The Super Bowl

We had spotted quite a few stats on the SuperBowl here at Statspotting – for instance, we had done this analysis – Advertising ROI: Twitter’s SuperBowl Moments and a few more stats on SuperBowl ads

We spotted this interesting stat today, that the economic activity in a city hosting the super bowl gets a jump – to the tune of $550 Million (Source)

More Super Bowls, anyone?

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Samsung’s Super Bowl Ad Spend = Profit From 43227 Tablets

That 15 million plus dollars that Samsung is spending on the Super Bowl ad (Source) sounds ridiculous, until you do some simple numbers. If you assume that the ad is ONLY for the Galaxy Tab 10.1 (It is not, but let us keep it simple) – iSuppli estimates that Samsung makes a profit of 347 USDs per unit sold, even after basic manufacturing costs are counted in.

“A preliminary analysis of the component cost of the Galaxy Note 10.1 reveals the HSPA+ version of the media tablet carries a bill of materials (BOM) of $283. When basic manufacturing costs are added in, the cost to produce the tablet increases to $293. This version sells for approximately $640 in the world market.” (Source)

So for Samsung to recoup the money spent on that Super Bowl commercial, it only needs to sell 43227 tablets – definitely sounds like a rounding error in these days of millions. And if you bring in the Galaxy Note II as well, it would need to sell lesser of both. Now, the 15 million suddenly starts to make sense.

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Which Is The Most Watched TV Broadcast In The World Ever?

We had spotted the most tweeted event in the world – one question that we always wanted to find out the answer for, was this – which is the most watched TV event, ever? must be some sports event – how about a superbowl – or, going by the popularity of cricket in the world’s second most populous country, India, could it be a cricket match? We spotted this today:

“Estimates for the 2008 Summer Olympics opening ceremony global TV viewership varied between one and four billion, including an estimated 842 million viewers watching on host Chinese broadcaster China Central Television.A verifiable audience of 984 million tuned in to the opening ceremony at some stage, averaging at 593 million, while 778 million watched the closing ceremony.The 2008 Summer Olympics is the current record holder for a multi-day broadcast. It is estimated by Nielsen Media Research that up to 4.7 billion individual viewers (70% of the world’s population) watched some part of the coverage.”

Statistics Source: Wikipedia

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Twitter Statistics: Only 0.05% Of Users Actually Matter

“First, we find that although audience attention has indeed fragmented among a wider pool of content producers than classical models of mass media, attention remains highly concentrated, where roughly 0.05% of the population accounts for almost half of all attention.”

Almost half of twitter attention is for the 20K users. Yes, big media, celebs and blogs.

Its that 20K users that make for Twitter’s SuperBowl moments.. All that Twitter advertising ROI would need to revolve around that 20k users.

Statistics Source: Yahoo Research

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