Kim Kardashian West ” Please, help save the data” ad for T-Mobile secures largest TV coverage internationally
New York, NY, February 4th, 2015 – The results are in, and T-Mobile’s Super Bowl commercial, “Kim’s Data Stash” ad, which stars Kim Kardashian West appealing to consumers to “Please, help save the data” in a mock-PSA promoting T-Mobile’s data-rollover plan generated the most TV coverage internationally, as analyzed by Teletrax*. This form of earned media adds millions of viewers across the globe and further maximizes ROI on ad spend.
Kim Kardashian West first announced the spot to her 28 million-plus global Twitter followers, followed by an on air debut during TBS’s “Conan”. Just behind the “Kims’ Data Stash” ad from T-Mobile, Dove’s “Real Strength” was the second most broadcast ad, with KIA’s “The perfect Getaway” starring Pierce Brosnan, Mercedez-Benz’ “Fable”” and Toyota’s “Let’s go Places” in third, fourth, and fifth place, respectively.
News and Lifestyle TV programs generated the most earned media for the brands that ran commercials during the Super Bowl. There were regional differences in coverage: while T-Mobile’s Kim Kardashian West commercial was the most aired in APAC, Europe saw a slight preference for the Dove’s “Real Strength” commercial starring ex-James Bond actor Pierce Brosnan.
“As we witnessed last year, the competition for brands to generate awareness begins before the Super Bowl. We’re seeing ads getting released days – if not weeks – before the game actually occurs,” said Andy Nobbs, CMO of Civolution.
“The willingness of brands to showcase their most expensive ads of the year so far in advance of their planned airdate further demonstrates that great advertising resonates not only domestically, but with global audiences as well.”
In addition to traditional broadcast buys, marketers also used digital to engage with the Super Bowl audience. During the competition, brands used the Teletrax platform to enable TV-synced contextual cross-screen advertising on desktop, mobile and social around certain key in-game events in real-time. This enabled advertisers to ‘own’ crucial moments during the Super Bowl, and engage with audiences in a relevant and innovative fashion. Within seconds after a touchdown, field goal or take over, brands showed a contextually relevant message on digital.