Google tracks brand searches and during the Super Bowl the search giant saw 40% more volume in 2016 than in 2015. So, while social media ad mentions declined (200 million Facebook posts compared to 265 million in 2015 – Forbes) searches for the advertised brands increased. It looks like advertisers are still getting their ROI on those sky-high ad prices.
The most popular device for second-screening? The smartphone:
As we discussed above two pharmaceutical brands were in that mix. When we use Google Trends we can see that the two brands had a 4x spike in searches. It’s hard to know whether that has any long tail effect and the average searches are low (Jublia 8, Xifaxan 14) so the cost per search might be fairly steep considering an estimated $5 million per 30-second spot.
Chart from Google Trends
Source: Think with Google
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