Music and the SuperbowlPosted by Kelaine Blades on February 7th, 2013 – Be the first to comment
The Baltimore Ravens fought a good fight at the Superbowl last weekend but Beyonce was the big winner at 7digital: downloads of her singles increased by over 200% during and after her performance in the Superbowl half-time programme. The songs that she performed at the halftime show sold about 13 times more during the 24 hours post show compared to all of her other tracks (which sold about 3 times more than on an average day). Beyonce’s most downloaded songs since the Super Bowl have been “Halo” and “Single Ladies“.
Superbowl Sunday is also the biggest day of the year for advertising and non-football fans even tune in to watch the latest batch of commercials. With a 30 second slot costing around $3.5 – $4m it’s not surprising that these are some of the best adverts produced all year. Normally people look at brand effectiveness as a measure of success but we looked at a different angle, which was analysing the power of music in these commercials. Our results were very interesting!
- “Sympathy for the Devil” by the Rolling Stones was first released in 1968 and is featured in the Mercedes Benz commercial. It’s had over 5.7m views since it aired on youtube on January 30th and a 600% increase in download sales.
- Another classic tune, Fleetwood Mac’s “Landslide” featured in the Budweiser ‘s “The Clydesdales: ‘Brotherhood’” and has seen a 500% increase in download sales with 10.4m youtube views since being posted on January 31st.
- “I Wish” by Skee-lo featured in Toyota’s Wish Granted commercial saw an increase of 300% in download sales.
- And finally Psy’s “Gangham Style,” while still in the Top 10, has been in decline since the 2nd week of January but saw a 10% uplift following his debute in the Get Crackin Wonderful Pistachio commercial.
We are going to be looking more closely at the power of music in adverts and on TV this year so stay tuned for more interesting posts.