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TheStreet Open House

Zimmerman Advertising's 'Z Super Poll' Finds Disney's 'Lone Ranger' The Most Effective Ad Of The 2013 Super Bowl

FORT LAUDERDALE, Fla., Feb. 5, 2013 /PRNewswire/ -- The Ravens may have won the game, but it was the movies that scored the biggest in Zimmerman Advertising's first-ever Z Super Poll. Disney's Lone Ranger and Oz, The Great and Powerful, along with Universal's The Fast the Furious 6 all had the greatest change in purchase intent, while brands such as Samsung, Calvin Klein and GoDaddy.com were sidelined by ineffective advertising.

(Logo: http://photos.prnewswire.com/prnh/20090316/FL83593LOGO-c)

The findings are all a part of Omnicom-owned Zimmerman Advertising's inaugural 'Z Super Poll.'  Conceptualized by zQ, the research division at Zimmerman, to go head to head with likeability-driven polls, this unique, business-driven survey put aside who delivered the funniest ad, or most creative ad to focus on one thing: effectiveness. More than any other metric, it measured only what counts: Having seen this ad, will you try this brand (product or service). 

Here's what the Z Super Poll found:

  • Let's all go to the movies! The studios, especially Disney win big!
    • Overall purchase intent winners include Lone Ranger (+19%) and Fast & Furious 6 (+15%).
    • Women love Oz (+15%) and men love Fast and Furious.
  • There's beer, there's soda‚Ķand then there's MILK!
    • Aside from movies, Milk was a big winner at +11%.
  • Millenials eat up Blackberry.
    • In the smartphone war, 18-34 year olds responded big time to Blackberry (+13%), but bailed on Samsung (-17%).
  • Intent Trumps Opinion.
    • Consider the case of Budweiser. They used two 30 second spots to highlight their new Black Crown brew. "Here's to taste!" they touted. And because this blue-collar brand has suddenly introduced an upscale product, viewers of the game had a high opinion of Budweiser Black Crown (+8%). But at the same time, men were less likely to go buy some after seeing these ads (-6%), while women were ready to give it a try (+8%).

"Sophomoric humor is fine for entertainment purposes, but not for selling products," said Cliff Country, EVP Chief Strategy Officer, Founder of zQ. "The Super Bowl has grown to a cultural phenomenon that transcends guys on a couch farting and watching football.  There's a reason that Madonna and Beyonce have been the last two halftime performers, not Jimmy Buffet or even Jay-Z."

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