Go
Daddy’s Super Bowl Ad Receives Unprecedented Publicity
[March 3, 2005]
SCOTTSDALE,
Ariz. (March 3, 2005) - GoDaddy.com, the No. 1 registrar
of domain names, announced today that 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
the game, but was subsequently pulled by the NFL and
FOX from its scheduled 2nd airing during the game’s
final two minute warning.
According
to multivision, inc. (a leader in the collection and
analysis of real-time broadcast corporate intelligence),
the ensuing media coverage of the pulled advertisement
garnered GoDaddy.com more publicity than any other Super
Bowl advertiser. According to multivision’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 largest SOV attributed to any Super Bowl advertiser
during the past two years, and possibly ever. (SOV is
the percentage of times an advertiser is mentioned in
all Super Bowl stories aired on national, cable and
the top 50 local television networks. For example, if
there are ten stories and 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 more than half of
the post-game newscasts mentioning GoDaddy.com, the
company achieved a perfect storm of publicity. They
were able to harness the various controversies surrounding
their commercial to drive brand awareness.”
multivision
further reported that between December 1 – February
11, Go Daddy’s Super Bowl ad was mentioned in
nearly 700 separate broadcasts on local, national and
cable television. These broadcasts reached an audience
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 Super Bowl commercial. TiVo® reported
that Go Daddy’s commercial was the most replayed
commercial of the entire Super Bowl. And eWatch™,
a service provided by PR Newswire Association LLC, tracked
Go Daddy’s online media coverage for the month
preceding and the two weeks subsequent to the Super
Bowl, and determined there were approximately 1,230
separate articles which mentioned Go Daddy’s Super
Bowl ad.
"We
are extremely pleased with the response to our Super
Bowl ad,” said Bob Parsons, president and founder
of GoDaddy.com. “I personally received thousands
of comments, the majority of them positive and supportive,
on my blog, www.bobparsons.com.” (Go Daddy’s
parent company, The Go Daddy Group, was recently named
the fastest growing technology company (ranked # 8 overall)
on the Inc. 500 List of America’s Fastest Growing
Private Companies.) “Go Daddy accomplished exactly
what it set out to achieve with its first-ever Super
Bowl ad – increased brand awareness. Today, millions
of people now know about GoDaddy.com, which in turn
has generated significant new business.”
About
The Go Daddy Group, Inc.
The Go Daddy Group, the industry leader in domain name
registration, enables individuals and businesses to
acquire, create, and safeguard their unique identities
and brands on the Internet by offering a complete line
of Web development tools, including hosting, email systems,
SSL certificates and complementary products and services.
The Go Daddy Group companies include three ICANN-accredited
domain name registrars: flagship registrar GoDaddy.com
(www.GoDaddy.com);
membership-based registrar Blue Razor Domains, Inc.,
(www.bluerazor.com);
and reseller registrar Wild West Domains, Inc., (www.wildwestdomains.com).
The Go Daddy Group also offers private domain name registration
services through Domains By Proxy, Inc., (www.domainsbyproxy.com).
The Go Daddy Group registers a new domain name every
7 seconds. multivision (www.multivisioninc.com)
is a leader in the collection, analysis and delivery
of real-time broadcast corporate intelligence, and maintains
the largest continuously updated searchable database
of broadcast content. Organizations rely on multivision’s
products, services and insights to drive business research,
manage communications campaigns, and track public opinion.
Founded in 1996, multivision has been the leader in
the application of innovative digital technology which
captures, analyzes and presents broadcast information
to its corporate, government and public service clients.
Contact:
Nick Fuller
Communications Manager
480.505.8800 ext. 4435
nfuller@godaddy.com
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