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Marty’s Marketing Minutia – Lies, Damned Lies and Statistics

Chrysler's buzz, Ford's global test drive, and $65k a year to blog for BMW.

by on Feb.21, 2011

How much buzz did Chrysler get from its Eminem ad?

Report diminishes Chrysler buzz

Lies, damn lies and statistics? Or is it perception versus reality? In the annual YouGov Polimetrix Brandindex study released this week that measures the brand buzz gained the days following the very expensive commercials on Super Bowl XLV, the now-famous Chrysler commercial was not among the top gainers across various demographics.

But before divulging the data it’s important to ask: What is YouGov’s credibility factor?

In the Know!

Based on reports in Advertising Age and Brand Week, YouGov is a weekly consumer perception report that daily interviews 5,000 people each weekday from a representative U.S. population sample from an online panel of 1.5 million individuals. YouGov calculated pre and post-game scores for perceptions of brands to arrive at net scores that present the percentage of respondents who have heard recent positive buzz about a brand advertised in the Super Bowl minus the percentage who have heard recent negative buzz about the brand. Seems a tight methodology to me.

Among all auto advertisers and all advertisers in the Top 10 Chrysler was ranked second in buzz change.