That's according to an analysis from System1, which also found that AI ads for the most part fell flat.
Viewers responded to the beverage brand's commercial by doing what modern audiences do best: searching first and asking questions later.
It may seem paradoxical that something we proactively avoid most of the time is something we actively love once a year, but the real paradox is why marketers don't encourage that kind of cultural
embrace of their advertising year-round.
Roughly six in ten U.S. women say they are at least somewhat likely to watch this year's game, marking a notable jump from last season.
Food and drink, parking and lodging see nearly double the lift of other categories on NFL game days.
Distinctive brand assets now deliver significantly more impact than star appearances alone, with updated modeling showing these assets generating more than double the effectiveness of before.
The Platinum Rye Entertainment survey also found that Super Bowl ads are vehicles for discovering or rediscovering music with 44% of those polled saying they have searched for and streamed or
downloaded a song after hearing it in an ad.
The number of Google searches is an early indicator of the commercial's effect on audiences.
Lay's "Little Farmer" ad was number one on System1's list, which measures long-term brand-building potential.
The broader view shows 77% using some digital media access throughout the day - from many activities during particular moments of the day, increasingly including wagering sites.
Paramount+ pulled in an estimated 3.4 million in new sign-ups for its streaming service from its Super Bowl promotion. Peacock got 3.0 million from promo/ad efforts around an AFC Wild Card Game.
That's according to ad tester System1 which tracks the emotions that consumers feel while watching the ads. Dunkin' was tops in short-term sales lift potential, according to the ad research firm.
One Super Bowl ad used AI to poke fun of the concept with fake creatures and humans. BodyArmor, the Coca-Cola-owned sports drink, used AI-related lines such as "artificial flavor optimized for victory
times" and "BodyArmor knows there should be nothing artificial, because there's no substitute for real."
The stakes were high for advertisers on Sunday - not only on national television, but for searches on Google.
VidMob identified five creative insights for top-performing Super Bowl ads. You might need a car in that commercial or a backdrop of grand vistas -- a city, rural location or even the stars and
planets.
On top of whatever you are paying for TV now, that is. A few years ago that would have been unthinkable. But a new poll finds nearly half of U.S. adults would pay extra to watch the Big Game.
Avocados From Mexico is building a brand in a brandless category by leveraging creative disruption on advertising's biggest stage-the Super Bowl. AFM's Associate Director of Brand Marketing &
Strategy, Kelly Burke, gives us a play-by-play of their campaign strategy.
The popularity of sports betting and the frequent transfer of money makes it a prime target for malicious attacks, cybersecurity company HUMAN says.
Watching football brings people together, even when they don't enjoy other activities with their friends and families.
Many viewers will watch the game while looking at another digital screen, such as a smartphone, tablet or laptop.
NBCU saw an opportunity for an inflection point in 2022 and executed what is probably the best sell-side research and marketing effort to restructure the TV ad marketplace since Turner's Media at the
Millennium shifted billions of dollars from broadcast to cable.
The linear TV and streaming video audience for the halftime show jumped 19% year over year, to 28.8 million households,
The technology provides a scorecard to identify racial bias and risk factors in content, analyzing how brands score with multicultural audiences. It was developed by Larry Adams, CEO of AI-powered
company and platform X_Stereotype.
Using "eyes on screen" technology, TVision found that men scored a 126.7 index for "commercial attention" vs. a 120.3 index for women. The results were similar for "program attention" -- a 125.7
index for men vs. a 118.5 index for women.
Last year's average was just over $4.5 million, according to a new analysis from Standard Media Index.
Ads were measured for potential for brand equity and ability to boost sales, and data was run through Link AI, which predicts TV ads' creative effectiveness. Kantar says last year's Super Bowl ads
featuring celebrities lifted brand equity 20% vs. ads without celebrities. This year, 70% of all pre-released ads include celebrities, vs. 60% for last year's game.
The number of viewers who plan to stay at home remains high, though there is greater enthusiasm for this year's halftime show.
Spending for the holiday is expected to reach $23.9 billion this year -- up from $21.8 billion in 2021, the second-highest year on record, according to a National Retail Federation survey.
Searching for the best snacks to enjoy on Super Bowl Sunday? Instacart this week launched its first social Super Bowl brand campaign.
The destination provides fans with highlights, game recaps, and original series and gives advertisers the ability to reach consumers who tune in to the game to see ads rather than watch the sport,
Sadie Thoma, U.S. Creative Works director, wrote in a blog post.