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Anheuser-Busch Super Bowl Ads Score With Consumers On The Internet
March 7, 2006
Ads Viewed Online More Than 21 Million Times, Downloaded More Than 300,000 Times
ST. LOUIS (March 7, 2006) – With consumers increasingly looking for entertainment from the Internet, and fun downloadable content for their personal video players, Anheuser-Busch, Inc. scored big with its Super Bowl advertising this year. Between the company’s budweiser.com and budlight.com websites, and offering the ads for the first time via online post-Super Bowl partner sites such as AOL.com, usatoday.com, IFILM.com, video.google.com, MSN.com and ESPN.com, Anheuser-Busch’s commercials have been viewed more than 21 million times and downloaded more than 300,000 times since Super Bowl Sunday on Feb. 5.
Anheuser-Busch’s Super Bowl commercials ranked No. 1 on MSN.com by interaction rate (21 percent) and No. 2 on AOL.com by interaction rate (16 percent) – the industry average runs at 3.4 percent. The number of Super Bowl commercials viewed on Anheuser-Busch’s brand websites increased by 277 percent this year compared to the number viewed after last year’s big game – the most popular in order being Budweiser’s “Super Fan,” Bud Light’s “Secret Fridge” and “Touch Football,” which launched Anheuser-Busch’s newest brand, Michelob ULTRA Amber. Additionally, more than 136,000 Super Bowl commercials were downloaded from budweiser.com and budlight.com, the most popular in order being “Hidden Bud Lights,” “Super Fan” and Budweiser’s “Clydesdale American Dream.”
“We are continually looking for new and innovative ways to reach tech-savvy, contemporary adult beer drinkers, which includes understanding where they want to be reached, and having the technology to meet these needs,” said Tim Murphy, senior director, creative development, Anheuser-Busch, Inc. “In previous years, we focused mainly on driving adult consumers to our websites to view the ads, but this year we wanted to enhance the online video experience and provide consumers with greater flexibility and control over content and where they could obtain it. This is how our contemporary adult beer drinkers tell us they like to receive information, and it’s a great way for us to connect with them.”
Anheuser-Busch enhanced its adult consumers’ online experience this year by making its commercials available in HD-quality, full-screen broadband video and for video-enabled iPod and PC downloads immediately following Sunday’s Super Bowl game at budweiser.com and budlight.com. Adult consumers could watch their favorite Anheuser-Busch Super Bowl commercials, download them to video-enabled iPods or portable media devices, share them with friends and receive automatic updates of new Budweiser and Bud Light video content as it became available – directly to their PCs, laptops and iPods.
Anheuser-Busch also partnered with websites frequented by consumers looking for extensive post-Super Bowl coverage, such as AOL.com, usatoday.com, IFILM.com, video.google.com, MSN.com and ESPN.com, and placed banner ads on many of these websites to help drive adult consumers to its own brand websites where they could download the Super Bowl commercials.
This year’s Super Bowl marked Anheuser-Busch’s 18th consecutive year as the exclusive alcohol beverage advertiser during the game and the record eighth consecutive year of winning the USA Today “Ad Meter” Super Bowl advertising consumer poll, with seven of its ads placing in the top 11. The game was viewed by more than 90.7 million consumers on ABC-TV.
Based in St. Louis, Anheuser-Busch is the leading American brewer holding nearly 50 percent of the U.S. beer market. The company brews the world’s largest-selling beers, Budweiser and Bud Light. Anheuser-Busch also holds a 50 percent share in Grupo Modelo, Mexico’s leading brewer, and a 27 percent share in Tsingtao, the No. 1 brewer in China. The company is one of the largest theme park operators in the United States, is a major manufacturer of aluminum cans and is America’s top recycler of aluminum cans. For more information, visit www.anheuser-busch.com.
March 7, 2006
Ads Viewed Online More Than 21 Million Times, Downloaded More Than 300,000 Times
ST. LOUIS (March 7, 2006) – With consumers increasingly looking for entertainment from the Internet, and fun downloadable content for their personal video players, Anheuser-Busch, Inc. scored big with its Super Bowl advertising this year. Between the company’s budweiser.com and budlight.com websites, and offering the ads for the first time via online post-Super Bowl partner sites such as AOL.com, usatoday.com, IFILM.com, video.google.com, MSN.com and ESPN.com, Anheuser-Busch’s commercials have been viewed more than 21 million times and downloaded more than 300,000 times since Super Bowl Sunday on Feb. 5.
Anheuser-Busch’s Super Bowl commercials ranked No. 1 on MSN.com by interaction rate (21 percent) and No. 2 on AOL.com by interaction rate (16 percent) – the industry average runs at 3.4 percent. The number of Super Bowl commercials viewed on Anheuser-Busch’s brand websites increased by 277 percent this year compared to the number viewed after last year’s big game – the most popular in order being Budweiser’s “Super Fan,” Bud Light’s “Secret Fridge” and “Touch Football,” which launched Anheuser-Busch’s newest brand, Michelob ULTRA Amber. Additionally, more than 136,000 Super Bowl commercials were downloaded from budweiser.com and budlight.com, the most popular in order being “Hidden Bud Lights,” “Super Fan” and Budweiser’s “Clydesdale American Dream.”
“We are continually looking for new and innovative ways to reach tech-savvy, contemporary adult beer drinkers, which includes understanding where they want to be reached, and having the technology to meet these needs,” said Tim Murphy, senior director, creative development, Anheuser-Busch, Inc. “In previous years, we focused mainly on driving adult consumers to our websites to view the ads, but this year we wanted to enhance the online video experience and provide consumers with greater flexibility and control over content and where they could obtain it. This is how our contemporary adult beer drinkers tell us they like to receive information, and it’s a great way for us to connect with them.”
Anheuser-Busch enhanced its adult consumers’ online experience this year by making its commercials available in HD-quality, full-screen broadband video and for video-enabled iPod and PC downloads immediately following Sunday’s Super Bowl game at budweiser.com and budlight.com. Adult consumers could watch their favorite Anheuser-Busch Super Bowl commercials, download them to video-enabled iPods or portable media devices, share them with friends and receive automatic updates of new Budweiser and Bud Light video content as it became available – directly to their PCs, laptops and iPods.
Anheuser-Busch also partnered with websites frequented by consumers looking for extensive post-Super Bowl coverage, such as AOL.com, usatoday.com, IFILM.com, video.google.com, MSN.com and ESPN.com, and placed banner ads on many of these websites to help drive adult consumers to its own brand websites where they could download the Super Bowl commercials.
This year’s Super Bowl marked Anheuser-Busch’s 18th consecutive year as the exclusive alcohol beverage advertiser during the game and the record eighth consecutive year of winning the USA Today “Ad Meter” Super Bowl advertising consumer poll, with seven of its ads placing in the top 11. The game was viewed by more than 90.7 million consumers on ABC-TV.
Based in St. Louis, Anheuser-Busch is the leading American brewer holding nearly 50 percent of the U.S. beer market. The company brews the world’s largest-selling beers, Budweiser and Bud Light. Anheuser-Busch also holds a 50 percent share in Grupo Modelo, Mexico’s leading brewer, and a 27 percent share in Tsingtao, the No. 1 brewer in China. The company is one of the largest theme park operators in the United States, is a major manufacturer of aluminum cans and is America’s top recycler of aluminum cans. For more information, visit www.anheuser-busch.com.