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Nielsen: Samsung ad forgotten by most Super Bowl viewers

updated 12:35 pm EST, Wed February 8, 2012

Samsung Galaxy Note ad out of top 10 for most

Samsung's Super Bowl ad for the Galaxy Note may have been one of the costliest mistakes in advertising in recent memory, based on new Nielsen data from the event. The Android phone's commercial appeared neither in the top 10 most-remembered ads of the football game nor the top 10 most-liked among Nielsen's nearly 12,000-person panel. Instead, the only technology picks went to E*Trade and to GoDaddy, whose flip-flop on SOPA still left it with the ninth most memorable spot.

The lack of attention may be especially damaging to Samsung as it came despite the Korean firm taking multiple steps to try and guarantee recognition. It bought one of the longest ads in the entire game at 90 seconds, estimated to be worth as much as $10 million. Choosing to play the ad near the end of the game's fourth quarter would also have theoretically given Samsung more viewers and made it one of the freshest memories of the game.

Such rankings don't necessarily comment on the quality of the Galaxy Note ad but do point to Samsung's money being misspent on the Super Bowl. Most of viewers' favorite ads were for food, drinks, or cars, suggesting that viewers were mostly unresponsive to ads for pure technology. With the exception of Apple's original Mac ad in 1984, technology ads usually haven't had a marked impact on image or sales; Motorola, Olympus, and Samsung again have run ads in the past that did little to change perceptions.

Samsung has usually argued that its ads are to reach newcomers to smartphones rather than possible switchers. However, the recent campaign has been docked for attacking iPhone users, not the iPhone, while also claiming to have unique features that either already exist in iOS or appeal primarily to a small niche, such as the Galaxy Note's pen input.

Apple, which regularly chooses not to advertise in the Super Bowl at all, just slightly edged Samsung in smartphone shipments this past fall.







By Electronista Staff
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Comments

  1. climacs

    Forum Regular

    Joined: Sep 2001

    +10

    I watched them all

    and I don't even remember seeing it! Srsly

  1. climacs

    Forum Regular

    Joined: Sep 2001

    +9

    best ad

    for me was the Clint Eastwood ad. Hands down.

  1. Roehlstation

    Fresh-Faced Recruit

    Joined: Aug 2001

    +3

    Most remembered?

    Her name is NOT Danica Kirkpatrick

  1. Zanziboy

    Forum Regular

    Joined: Aug 2008

    +8

    Back to the future!

    I remembered the ad and I'm still laughing about the retro music and the clown holding the stylus on an oversized phone! Samsung is trying to re-market a version of the HP/Compaq iPaq. As soon as I saw the stylus and heard the music, I expected to see Marty McFly, Doc Brown, and and a silver DeLorean. Of course, as the commercial went on, and on, and on, I realized Samsung was serious!

    But, that's when the commercial really entertained. Was it an oversized phone... with a stylus? Or, was it one of Doc Brown's massively under-sized tablets...with a stylus!

    As a techie, I have to hand it to Samsung, it was was one of the funniest commercials I've seen! I was a real hoot! If only they could have had ended the commercial with the Huey Lewis song. Now, that would have been comedy gold!

  1. Herod

    Fresh-Faced Recruit

    Joined: Jun 2007

    +9

    who can forget

    a DB jumping around in a pink jumpsuit. and that sweet stylus for drawing pictures on the phone. ill be picking up one of these as soon as my contract runs out......who am i kidding? the samsung ad stunk.

  1. WaltFrench

    Fresh-Faced Recruit

    Joined: Jun 2003

    +1

    Better Off Forgotten…

    … than to have been remembered for insulting your potential customers a la the awful “I've been Samsunged!” spot.

    That seems to copy — yes, we DO note a pattern here! — Apple's disastrous 1985 “Lemmings” ad that insulted prospective customers without showing a credible, emotionally-warm or even light-heartedly funny path to a better way. You'd think that the ad agencies, if not Samsung, would have learned something in the last 25 years.

  1. Jeronimo2000

    Forum Regular

    Joined: Aug 2001

    +7

    Can't believe how bad this is.

    Must be one of the most cringeworthy ads I've seen in a while. Samsung, we get it, you're desperate. It shows.

  1. SockRolid

    Forum Regular

    Joined: Jan 2010

    +2

    Adriana Lima

    Best ad? Adriana Lima for Teleflora.
    Close #2: Italian chick with steamed milk on her chest.

  1. SockRolid

    Forum Regular

    Joined: Jan 2010

    +11

    Apple doesn't need to pay for ads

    Watch the players celebrate just after the game ends. The players are taking photos and videos of each other with smartphones. All iPhones, naturally.

    You can't buy publicity like that. It's free. But you have to earn it.

  1. mkral

    Mac Enthusiast

    Joined: Nov 2000

    +5

    interesting phone

    I think that the entire Samsung line of commercials is poor. The first one was kind of funny, but after that, they got old. And I think that the styls is a non-starter as a 'feature' on the phone, but as people use their phones less & less to actually call others & more to text, email, search the web, use apps, play games, etc, I wonder if the concept itself doesn't make sense. I won't be trading in my iphone for one anytime soon, but there is definitely a market for larger screen sized phones. If you're going to go for a 4.5" screen ,why not make the jump up to the Galaxy Note. Obvious downsides with fitting in your pockets, making calls, etc, but if you mostly use it for data, there is a certain logic to the size. It will be interesting to see how it sells & if it impacts any of the other android phones that are already too large to comfortably use with one hand.

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