Football By The Numbers

A new report from BrandAds notes that most of the information published around Superbowl ads tends to focus on social media metrics, sentiment and YouTube views. According to the study, insights reveal which brands ran the most effective Superbowl ads based on actual brand lift, responding to the question: is the $4 million investment in a 30-second Superbowl spot really worth it?

83.9% of brands that purchased one or more Superbowl ads positively inuenced consumers’ likelihood to purchase their products or services. 16.1% of brands that purchased one or more Superbowl ads negatively inuenced consumers’ likelihood to purchase their products or services.

Hyundai took home the gold with a 39.5% brand lift followed by Budweiser who took the silver with a 37.8% brand lift and Jeep who took the bronze with a 36.1% increase in brand lift, says the report. There are also several companies who failed to capture the hearts and minds of consumers including Jaguar with a -31.7% brand lift as well as Chevy, Chrysler and CarMax.

Likely to Purchase Improvement by Brand

Rank

Brand

Increase in Likelihood to Purchase

1

Hyundai

39.4%

2

Budweiser

37.8%

3

Jeep

36.1%

4

Sony

25.6%

5

Sonos

25.1%

6

Spiderman 2

20.5%

7

Axe

19.7%

8

Alex & Ani

19.4%

9

Radio Shack

16.7%

10

Priceline:

15.6%

Source: BrandAds, February 2014

Male consumers’ increase in likelihood to purchase advertised products or services was 13.3% greater than that of female consumers (8.78% for females and 9.95% for males.) The increase in likelihood to purchase advertised products or services was 61.9% greater among consumers under the age of 18 than the average increase among consumers over the age of 18.

Ad Effectiveness By Age

Age

Increase in Likelihood to Purchase

<18

37.1%

18-24

14.3%

25-34

13.5%

35-44

15.3%

45-54

8.1%

55-64

18.5%

65+

15.1%

Source: BrandAds, February 2014

The increase in likelihood to purchase advertised products or services was 7.1 times greater among consumers whose household income is $0-100k than consumers whose household income is greater than $100k. Add effectiveness by age and income peak at under 18 and less than $50,000 annual income

Ad Effectiveness By Income

Income

Increase in Likelihood to Purchase

$0-50k

10.5%

$50-100k

9.0%

$100-150k

1.1%

$150k+

1.4%

Source: BrandAds, February 2014

The percentage change in likelihood to purchase the advertised products and services, among the exposed group, ranged from -31.66% to 39.50%. The most effective ads, measured by percentage increase in Lift, according to the study, are:

Superbowl Advertisement Lift Increase

Rank

Ad Description

Overall Lift

1

2015 Hyundai Genesis

39.50%

2

Budweiser

37.76%

3

Jeep Cherokee

36.05%

4

Comedians In Cars Getting Coffee

25.57%

5

Sonos

25.01%

6

The Amazing Spider-Man 2

20.53%

7

AXE Peace

19.68%

8

Alex and Ani

19.41%

9

Radio Shack

16.64%

10

Priceline

15.60%

11

Hyundai Elantra

13.70%

12

Honda

13.62%

13

Captain America

13.12%

14

Subway

12.16%

15

Pepsi

10.81%

16

Butterfinger

10.74%

17

T-Mobile

9.83%

18

M&M's

9.65%

19

Hulu

9.63%

20

DORITOS

9.60%

21

WeatherTech

9.02%

22

Heinz Ketchup

8.94%

23

Need for Speed

7.93%

24

Coca-Cola

7.75%

25

Dannon Oikos Greek Yogurt

7.23%

26

Maserati

5.22%

27

GoPro

4.82%

28

Chobani Yogurt

4.74%

29

Ford Fusion Hybrid

4.58%

30

Intuit

4.34%

31

Bud Light

4.11%

32

Scientology

3.47%

33

GoDaddy

3.32%

34

H&M

3.17%

35

Squarespace

2.78%

36

SodaStream

2.73%

37

Smart

2.58%

38

Pistachios

2.28%

39

Transformers: Age of Extinction

2.16%

40

GEICO

1.60%

41

Kia

1.32%

42

Audi A3

1.14%

43

TurboTax

1.12%

44

Beats Music

1.06%

45

BoA

0.73%

46

Volkswagen

0.32%

47

Sprint

0.13%

48

Swiffle Vacuum

-0.70%

49

Jack In The Box

-1.31%

50

Toyota Highlander

-1.32%

51

Cheerios

-3.00%

52

GoldieBlox

-5.73%

53

CarMax

-7.29%

54

Chrysler

-20.06%

55

Chevy Silverado

-23.30%

56

Jaguar

-31.66%

Source: BrandAds, February 2014

The study was conducted across Internet-connected devices and included 37,440 participants from around the United States. Participants described how likely they were to purchase a product or service from a particular brand by choosing a single answer from 5 choices ranging from “very likely” to “very unlikely.” Surveys were completed by the control group prior to the airing of the Superbowl™ and by the separate exposed group after they had watched the Superbowl.

For additional information and the full results from the study, please visit here. 

 

 

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