Challenge

With a 25+ year history, USA Today’s Ad Meter is the industry standard for measuring Super Bowl commercial performance and ROI. The Ad Meter platform lets thousands of registered USA Today readers vote for their favorite commercials before and during the game. USA Today knew its data would be interesting to readers – and provide invaluable insights to advertisers – but lacked the internal resources to present the data to either audience in a compelling visual format.

Solution

USA Today selected ScribblieLive Visually as its visual content partner, and in less than one week, a team of Visually graphic designers and data scientists created infographic templates to showcase Ad Meter consumer data on USAToday.com, as well as customized visual reports for each advertiser involved in the program.

“This was our first experience giving our data to an external vendor, and the timeline was very, very tight,” said Sivaram Sukumar, USA Today’s Senior Manager of Digital Analytics. “The Visually team was absolutely phenomenal in their communication, their feedback, and the product they delivered.”

Results

The infographics performed extremely well on USA Today’s Ad Meter hub, helping drive an 81% increase in time spent and 65% lift in pageviews, year-over-year. “We saw more referrals back to our site, and hundreds of retweets, posts, and shares of the content,” said Sukumar. “In addition, more advertisers came calling.”

Next year, USA Today plans to deepen its partnership with Visually, working with Visually’s developers to build a more interactive experience with real-time updates for Ad Meter consumers online. It also plans to feature its infographics in USA Today’s print editions, which have the largest subscriber base of any newspaper nationwide.

These data visualizations also resonated with USA Today’s advertisers. “Advertisers like Chobani loved the infographics we shared with them,” Sukumar said. “In the past, when advertisers requested this data, we were hesitant to give it to them, because it was just numbers in an Excel sheet. With Visually, now we have the imagery to tell a coherent story to advertisers, of how consumers voted and why.”