‘Iron Man 3’ Super Bowl commercial scores big with moviegoers

The price tag for a 30-second Super Bowl commercial soared in 2013 to a record price of $3.8 million, so advertisers wanted to ensure that their messages came across loud and clear to the 111 million viewers. On Feb. 4, MovieTickets.com polled active moviegoers and revealed that the “Iron Man 3” Super Bowl commercial was the #1 most-remembered spot, followed closely by “The Fast & Furious 6” ad, which convinced moviegoers to see the film when it was released.

On Feb. 3, more than fifty new Super Bowl commercials aired and a few like “Iron Man 3” and “The Fast and Furious 6" scored with viewers. Some advertisers advanced the ball, but most fumbled, like Go Daddy and Bud Light. While the airwaves were filled with commercials for products and services, seven different movie trailers also aired during the 2013 Super Bowl. Be sure to click on each one to re-watch the Super Bowl ads.

On Feb. 4, MovieTickets.com, the leading global provider of advance movie ticketing, conducted a survey to rank the most effective movie commercials that aired during the 2013 Super Bowl. The survey targeted actual moviegoers to determine which Super Bowl ads cut through the media clutter, and how effectively each one convinced viewers to buy tickets.

Of the nearly 3,000 MovieTickets.com registered users that were surveyed, 65% said they watched the entire game from kick-off to the end. Of those that watched the entire game, MovieTickets.com collected the following data, which included information about social media usage and YouTube.

The commercial for “Iron Man 3” was the most remembered, with 79% saying they remembered seeing the ad during the Super Bowl, followed closely by the commercial for “The Fast & Furious 6” (77%). The trailer for “The Fast & Furious 6” convinced moviegoers to see the film when it was released and won this category.

Social media played a huge role during the 2013 Super Bowl. Overall, 67% said they used social media (Facebook, Twitter, etc.) while watching the game. 58% of overall MovieTickets.com respondents (whether they watched the entire game or not) rushed on to YouTube to continue watching Super Bowl Ads. The film related commercial they were most eager to search and watch again was "Iron Man 3" (59%) followed closely by the commercial for "The Fast & Furious 6" (51%).

Other Super Bowl Commercials

The Good: The following advertisers scored with their Super Bowl commercials in 2013: Budweiser “Brotherhood” about a Clydesdale and its trainer, “Leon Sandcastle” for NFL Network, Paul Harvey “Farmer” for Dodge Ram, Oprah Winfrey for Jeep, Goat for Sale” and “Fashionista Daddy” for Doritos, “Where Do Babies Come From?” for Kia, Baby’s “Stack of Cash” for E Trade, Seth Rogan and Paul Rudd for Samsung, Amy Poehler for Best Buy, “Montana Stain” for Tide, Taco Bell, M&Ms, Audi, Oreo, Skechers and Gildan.

The Bad: Most Super Bowl commercials fell in this category because they simply missed the mark and didn’t cut through the clutter. The following big and repeat advertisers fell into this category: Psy and “Gangnam Style” for pistachios, Calvin Klein, Coca-Cola (“Road Race”), and Elton John for Bud Light.

The Ugly: Some Super Bowl commercials missed the mark, but Go Daddy’s 2013 Super Bowl ad was just plain creepy all around. The veteran Super Bowl advertiser doesn’t have a good track record. In 2012, its “Cloud” spot was panned and now its 2013 ad is receiving equally negative reviews. The scenario of a super model kissing a nerd wasn’t disturbing, but the slushy, slurppy sounds were. To re-watch the Go Daddy 2013 Super Bowl ad, click on this YouTube link.

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