Domain Registrar Go Daddy’s Super Bowl Ad Receives Unprecedented Publicity

Updated on Thursday, March 3rd, 2005 at 1:51 pm

If you're new to Cheap Hosting Directory, you may want to subscribe to our RSS feed. Thanks for visiting!

GoDaddy.com, the No. 1 registrar of domain names, announced todaythat its first-ever Super Bowl advertisement was a resounding success,as measured by independent third parties.

Go Daddy’s Super Bowl commercial ran during the first quarter of thegame, but was subsequently pulled by the NFL and FOX from its scheduled2nd airing during the game’s final two minute warning.

According to multivision, inc. (a leader in the collection and analysisof real-time broadcast corporate intelligence), the ensuing mediacoverage of the pulled advertisement garnered GoDaddy.com morepublicity than any other Super Bowl advertiser. According tomultivision’s “Super Bowl: Monitoring the Advertising Buzz - 2005,”GoDaddy.com’s post-Super Bowl “Share of Voice” (”SOV”) from February 7- 11 was a tremendous, and unprecedented, 51.14%. This is the largestSOV attributed to any Super Bowl advertiser during the past two years,and possibly ever. (SOV is the percentage of times an advertiser ismentioned in all Super Bowl stories aired on national, cable and thetop 50 local television networks. For example, if there are ten storiesand a company is mentioned three times, its’ SOV is 30%.)

“Any Super Bowl advertiser hopes for a big return on their investment,”said Brent Bamberger, Vice President for multivision, inc. “With morethan half of the post-game newscasts mentioning GoDaddy.com, thecompany achieved a perfect storm of publicity. They were able toharness the various controversies surrounding their commercial to drivebrand awareness.”

multivision further reported that between December 1 - February 11, GoDaddy’s Super Bowl ad was mentioned in nearly 700 separate broadcastson local, national and cable television. These broadcasts reached anaudience of 262.9 million people, with an estimated publicity value of$11.7 million dollars.

Other media sources confirmed the successful impact of Go Daddy’s SuperBowl commercial. TiVo(R) reported that Go Daddy’s commercial was themost replayed commercial of the entire Super Bowl. And eWatch(TM), aservice provided by PR Newswire Association LLC, tracked Go Daddy’sonline media coverage for the month preceding and the two weekssubsequent to the Super Bowl, and determined there were approximately1,230 separate articles which mentioned Go Daddy’s Super Bowl ad.

“We are extremely pleased with the response to our Super Bowl ad,” saidBob Parsons, president and founder of GoDaddy.com. “I personallyreceived thousands of comments, the majority of them positive andsupportive, on my blog, www.bobparsons.com.” (Go Daddy’s parentcompany, The Go Daddy Group, was recently named the fastest growingtechnology company (ranked # 8 overall) on the Inc. 500 List ofAmerica’s Fastest Growing Private Companies.) “Go Daddy accomplishedexactly what it set out to achieve with its first-ever Super Bowl ad –increased brand awareness. Today, millions of people now know aboutGoDaddy.com, which in turn has generated significant new business.”