What about Negative Sentiment. Does it mean I dislike the Spot, the Brand, the Product? Does Lipton and Best Buy know that I will not spend a nickel with them for 1 full year because they used M&M and Bieber? Do they know that many people thought the Pepsi spots were classless and often showing bodily assault? Or the Groupon spots also being a bit uncouth and strange? (Yes Alex Bogusky it’s ok for you to be smug today!)
BTW I loved the VW commercial. And ironically they had 12.5 Million views on YouTube before the game! But all I know of the Passat is I can start it from my key chain! That said I did enjoy participating in the Brandbowl.
My view for the Superbowl is major brands like Coke, Pepsi, Bud kind of pay us back for having to endure Advertising overload all year long. For new brands and products it is a great launch pad and worth the investment/risk. But overall it’s kind of like a boat…you know that hole in the water that takes all your money.