Most TiVo’d Super Bowl Commercial: E-Trade
The results are in. The most TiVo’d Super Bowl commercial featured a talking baby that spits up by E-Trade. How was the data collected? TiVo took a random sampling of 10,000 households who watched the Super Bowl and measured the percentage of the TiVo audience who watched each commercial during the game in “play” speed.
Here’s the winning E-Trade Super Bowl commercial.
What do you think? From a branding perspective, I’m not sure what to think this commercial is telling consumers about the E-Trade brand. I’m not sure if I want to trust my financial decisions to a trading site that’s so simple even a baby can use it.
And why would anyone want to see this baby spit up? Maybe it’s because I remember cleaning spit up far too well since my triplets are only 3-years old, but I’d be very happy to never see spit up again. Does E-Trade make users want to vomit? What are consumers supposed to walk away from this ad thinking about the E-Trade brand?
I guess E-Trade knew something I don’t, because Super Bowl viewers apparently liked this commercial. I wonder if that will actually translate into generating new customers for E-Trade though.
If nothing else, it looks like E-Trade may have a new slogan. “Use E-Trade. It’s spit up easy.”
Tags: E-Trade, Super Bowl Commercials, Tivo Super Bowl Commercials, E-Trade Super Bowl commercials, top Super Bowl commercials, branding
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POSTED IN: Brand Message, advertising
3 opinions for Most TiVo’d Super Bowl Commercial: E-Trade
Kelly
Feb 5, 2008 at 9:02 pm
I didn’t like this one, it was gross.
But the baby with the clown? That was funny.
Favorite Blog Posts 2-4 through 2-8 « The Transfer
Feb 8, 2008 at 4:19 pm
[…] Most TiVo’d Super Bowl Commercial: E-Trade- I’ve got to agree with Susan Gunelius from Brand Curve on this one. I was surprised to hear TiVo’s results. I’m really not sure how strongly this commercial reinforced the brand. I think they went for “cute humor” rather than something substantive about the brand. The Tide to Go commercial still gets my vote, not only for the funniest SB ad (I just watched it for about the 20th time and I’m still laughing), but also for the most effective. […]
Darlene
Feb 8, 2008 at 9:30 pm
I liked both commercials. I didn’t see them during the super bowl, but I am so glad I stumbled on them tonight. I needed the laughter!
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