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.