Home  › Social › Social Commerce
groupon23

Exclusive Data: Groupon Unscathed By Super Bowl Fallout

  |  February 18, 2011   |  Comments

New Hitwise stats show the group-buying brand is on the rebound after a tough January against LivingSocial.

Traffic data from Hitwise suggests Groupon's much-maligned Super Bowl ads have failed to hurt or help the group-buying platform in its battle with LivingSocial. The San Francisco-based research firm gave ClickZ an exclusive look at last week's traffic numbers for the group-buying niche's top players.

As the chart below indicates, Groupon had been hemorrhaging traffic to LivingSocial for weeks leading up to the days before the Super Bowl. The Chicago-based group-buying platform lost nearly 23 percentage points of market share, while LivingSocial gained 14. Part of each brand's respective skid and rise had to do with LivingSocial's mid-January $20-for-$10 Amazon deal, which sold 1,301,296 vouchers.

But for the week ending Feb. 5, Groupon grabbed back 7 percentage points from LivingSocial. And while last week Groupon (7.7 million unique visitors) dipped by 1.5 percentage points as people complained about its TV spots, its Washington, DC-based competitor (1.9 million) experienced a similar slip.

Group-Buying Sites Square Off
Weekly Share of Traffic 
Site 2/12/11 2/5/11 1/29/11 1/22/11
1/15/11 1/8/11 1/1/11 12/25/10 12/18/10
Groupon 66% 67% 59% 60% 74% 78% 77% 79% 82%
LivingSocial 16% 18% 25% 30% 17% 15% 15% 13% 11%
KGB Deals
7% 6% 5% 3% 3% 1% 1% 1% 1%
DealFind 3% 2% 2% 1% 0.4% 0.3% 0.5% 0.2% 0.2%
DealPop 2% 0.3% 0.3% 0.2% 0.2% 0.2% 0.2% 0.3% 0.3%
Source: Hitwise 2010/2011

So it appears Groupon was not knocked off its axis after airing its offending spots. A record-breaking audience of 111 million Super Bowl viewers watched the commercials, including one that began by spotlighting the troubles of people in Tibet before taking a crass turn half-way through. The public brouhaha about those ads led CEO Andrew Mason to author two blogs last week, with the last entry announcing the TV spots had been shelved.

Meanwhile, Hitwise's data reveals that KGB Deals has increased its market share by nearly 7X in less than two months. DealFind and the White Pages' DealPop platform are also making progress in the burgeoning daily deals space.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

Jobs

    • Interactive Product Manager
      Interactive Product Manager (Western Governors University) - Salt Lake CityWestern Governors University, one of the 20 largest universities...
    • SEO Senior Analyst
      SEO Senior Analyst (University of Phoenix (Apollo Education Group)) - San FranciscoSEO Senior Analyst   Position Summary...
    • SEM & Biddable Media Manager
      SEM & Biddable Media Manager (Kepler Group LLC) - New YorkAs an Optimization & Innovation Manager at Kepler Group, you will be on the bleeding...