Gwen Dean told Ted “I quit.” Danica Patrick powered through a pack of body builders to top up her spray tan. In one of many Super Bowl turnarounds this year, GoDaddy featured women who were fully clothed, or at least body-suited, in ads that finally focused on the product.
Dropping the eye-candy and concentrating on the business apparently did GoDaddy no harm. Two days after the Super Bowl their Buzz scores were 17 points higher than a baseline score from early 2014 (Jan 1-20) and the highest of all the Super Bowl advertisers.
How could Budweiser follow last year’s outstandingly popular Clydesdale commercial? There was really only one option. Add a puppy. The beer company had the second highest Buzz gain jumping 8 points.
M&Ms and Doritos both made 7+ point Buzz gains post game.
Although BrandIndex has not tracked every brand with a Super Bowl ad long-term, we did add those few additional brands for a week before the game and the few days after. One of those additions, Butterfinger jumped over 11 points from the week before the game to two days after. Their candy bar ménage a trois was their first foray into Super Bowl advertising and one of the most successful in terms of increased Buzz.
Other notable advertisers include Doritos with the largest post game WOM lift with an 11 point gain. Their Crash the Super Bowl “Finger Cleaner” didn’t even make it to the Super Bowl but was one of the most talked about ads before the kick-off. Microsoft and Budweiser saw 7 and 5 point WOM gains.
Which companies can hope to see more consumers reaching for their wallets? M&Ms saw the largest lift in purchase consideration post game.
YouGov BrandIndex looked at this year’s Super Bowl advertisers using three key metrics: Buzz (Have you heard anything about the brand, was it positive or negative?), Word of Mouth and Purchase Consideration. We compared brands to a baseline average (Jan 1-20), taking a read for pre-game bounce with results from Jan 21-26 and two days post game.
Buzz: Top Improvers
WOM: Top Improvers
Purchase Consideration: Top Improvers
