This Day On The Street
Continue to site right-arrow
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
Stocks Under $10 with 50-100% upside potential - 14 days FREE!

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

Stocks in this article: OMC

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 were sidelined by ineffective advertising.


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."

1 of 3

Select the service that is right for you!

Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!


DOW 17,356.87 +288.00 1.69%
S&P 500 2,012.89 +40.15 2.04%
NASDAQ 4,644.3120 +96.4780 2.12%

Brokerage Partners

Rates from

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs