Tagged 'networked insights'

The USA Today Ad Meter is Meaningless

Posted by Dan Neely on February 7th, 2013 at 8:24 am

The live polling that USA Today performs annually with focus groups has proven itself meaningless. This year GoDaddy.com’s “Perfect Match” advertisement scored dead last on the newspaper’s Ad Meter meanwhile the company posted record sales for a Monday following a Super Bowl commercial. What is USA Today missing?
USA Today’s Ad Meter needs to be brought into the 21st century. Traditionally, they have focused on a small sample group of viewers to gauge ad performance. This year, in an attempt to update their analysis they opened up that sample group to viewers that registered on their online portal. It was likely an attempt to get a better read of consumer reactions, but with more than 8,000 participants, they still missed the mark.
The inherent flaw in their analysis—the same one they’ve had since the Ad Meter was first published in 1989—is in the way they measure advertisement success. Knowing whether a person “liked” or “disliked” an ad is no way to gauge if it got the job done for the advertiser. USA Today needs to go deeper to understand the winners and losers.
In Networked Insights’ analysis of the Super Bowl ads and celebrities, social data insights revealed a different viewpoint. GoDaddy.com was... Read more