A survey by comScore revealed that 19 percent of those viewing ads during the Super Bowl also went online to search for and get more information; a direct response to including Web sites in their ads.
Of those responding, 10 percent said that they visited a minimum of one advertisers site, and another 7 percent migrated online to view the video clips of the ads.
In the battle between professional versus consumer-generated ads, 63 percent said that they thought the professionally created ads were just as entertaining to watch as those created by consumers. Still, 21 percent thought that those created by consumers were better.
Only a smaller 10 percent thought that the professional ads were more compelling and entertaining than the consumer spots.
When it came down to it, consumers preferred to watch the professionally made ads, but only by a small margin. The most popular choice was the Anheuser-Busch ad which was preferred by 35 percent, but right behind it was the Doritos ad created by consumers.
Next in line for popularity was Bud Light with 29 percent and Coca-Cola (KO) with 25 percent and Blockbuster with 17 percent preferring them; all created by agencies. The next consumer-created ad was the Chevy one which 15 percent liked.
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