Are Some Brands Wasting Ad Budgets With Super Bowl Buys?

With estimates of a $5 million-plus price tag for a 30-second spot in the Super Bowl this year, some advertisers may be wasting their ad budgets targeting unlikely customers, according to ad-tech company Viant.

Overall, craft beer purchasing behavior has one of the biggest brand affiliation differences between Super Bowl and non-Super Bowl watchers, with Super Bowl watchers more apt to prefer Troegs or Victory Brewing beers, according to the company's analysis of roughly 74 million consumer profiles.

For big domestic beer advertisers, Super Bowl watchers are 1.02 times more likely to purchase Corona beer, 1.1 times more likely to buy Budweiser, and 1.04 times more likely to grab Miller High Life off the shelves.

"Beyond just capturing eyeballs, making TV accountable to in-store and online purchases is critical to measure its effectiveness," said Jon Schulz, CMO at Viant. "Understanding who your customers are — other brand affinities, device preferences, and demographics — is critical to creating more targeted and engaging campaigns."



In the auto space, non-Super Bowl watchers are four times more likely than those who watch the big game to purchase a Toyota Corolla.

As for eating meals out, non-Super Bowl watchers are 1.5 times more likely to dine at Denny's. 

Conversely, Super Bowl watchers are 1.6 times more likely to dine at Ruby Tuesday, Bob Evans, PF Changs, Longhorn Steakhouse, Outback Steakhouse or Red Robin.

Female game watchers are 1.89 times more likely to dine at Bob Evans and 1.65 times more likely to dine at Ruby Tuesday than female sports fans that do not watch the Super Bowl. 

Women Super Bowl watchers are 1.43 times more likely to purchase Junior Mints, 1.37 times more likely to buy Hershey's Mr. Goodbar and 1.34 times more likely to buy Hershey's Bites.


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