This year advertisers paid $3.5 million for a 30-second spot during the Super Bowl and $1.7 million for an ad during the Academy Awards. Was it worth it? Check out this postmortem on which of the two live television events gave brands the most bang for their buck.
To create this infographic, social business firm Dachis Group followed 30,000 brands before, during, and after the Super Bowl and the Academy Awards on social platforms like Facebook and YouTube. They counted the number of subscribers that were added during the event, how often the brands were mentioned, and whether the conversations were positive or negative.
And the winner was…both. Even though it cost twice as much to advertise during the Super Bowl as it did during the Academy Awards, the sporting event generated 60 percent more conversations about brands than the Oscars, and the conversations were five times as positive. That said, for every dollar spent on Oscar ads, brands got twice as many subscribers as they would have out of the Super Bowl, so the awards show was still a good investment.
As for the brands, Diet Coke, Hyundai, and Metlife were the big winners in 2012. Take a look at the infographic to see how they did:
UPDATE: The Dachis Group has corrected an earlier version of this infographic that showed that Super Bowl advertisers received 37 percent more conversations instead of 60 percent.