The Super Bowl is one of the most prestigious – and expensive – advertising opportunities available to brands. Last year, 46 minutes of ads were shown during the FOX telecast, and some $1.72 billion has been spent by advertisers on the Super Bowl in the past 10 years.
On Sunday, a 30-second ad spot will cost a heady $3.5 million. So, the big question is: what sort of buzz are marketers getting for their money?
Social monitoring firm Brandwatch have created a live, interactive website that tracks all the sponsors involved in Super Bowl 2012, presenting the results in an engaging visualization.
As the site explains:
Each football-playing worm represents a sponsor and the number displays the number of tweets made about that brand or their products over the last 28 days – the brand who’s worm has the ball is leading the charge!
Currently, Volkswagen leads the way, and by some distance, with almost twice as many tweets as second-placed GM.
The site also tracks Twitter sentiment and brand ad spend, and you can mouseover any “worm” to see the most recent tweet.