In a survey of “which ads people were talking about the day after the Superbowl” (there really is a company in
America that surveys just that), it seems the launch by camera company Olympus of their new MP3-player-come-digital-camera grabbed most attention among the digital music players who invested heavily in mid-Superbowl ad campaigns. The ads advertising the
'M:Robe hybrid MP3 player’ got a 7.27 rating - which means nothing to me, but apparently it’s quite good.
Apple got a 6.01 rating for its Superbowl co-promotion with Pepsi while Napster, who made much of their new Napster-to-go service through a “do the math” campaign (something about how much it would cost to get the entire Napster catalogue on your MP3 player with the iTunes pay-per-track model) scored only 4.37.
That said, Napster say their Superbowl weekend campaign led to a rush of early subscriptions for the new portable service, with the free MP3 players they had for the first 1000 new subscribers being snapped up more or less straight away. Napster critics point out the download company hasn’t, however, been forthcoming with any exact number of new subscribers, though others note
Apple likewise haven’t revealed details of any Superbowl-boosted subscriber increases.