Coke And Pepsi Move Pre-Game Perception

Ted MarzilliCEO YouGov Direct
January 30, 2015, 4:31 PM GMT+0

Auto and soft drink brands have taken the lead among the Super Bowl advertisers which have moved the consumer perception needle most before Sunday's game.

Buzz Boosts

Respondents are asked "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"

A score can range from 100 to -100 with a zero score equaling a neutral position. Example: A score of 35 means that 35% more people said they were positive than negative about the brand.

  • Toyota’s inspirational “How Great I Am” Camry spot featuring Paralympic snowboarder and former “Dancing With The Stars” contestant Amy Purdy gave it the biggest Buzz score boost among Super Bowl advertisers at 5 points since January 1st.
  • BMW’s reunion of legendary “Today” show hosts Katie Couric and Bryant Gumbel revisiting the Internet put the German automaker just behind Toyota by a fractional amount.
  • Coke’s three teaser ads for its new #MakeItHappy campaign to promote positivity in the online and offline worlds, while partnering with youth-oriented social change group, have been potent enough to bring it ahead by four points.
  • Kia put former James Bond actor Pierce Brosnan into a 2016 Sorento for an ironic, yet imaginative ride, enough to move it up by three points.
  • Nissan returns to the Super Bowl after an 18-year hiatus emphasizing fatherhood. Although the ad won’t be shown until the game itself, several YouTube stars have been plugging it via their own videos, putting Nissan three points up too.

Purchase Consideration

Coke gained the biggest percentage gain with consumers considering buying their product next time they are in the market in their particular brand category. They just inched ahead of Bud Light (and its life-size Pac Man game spot) by slightly more than half a percentage point to increase their purchase consideration by 3%, which may mean potential revenue gains for both brands.

That means that as of today, there is a 34% chance consumers would consider purchasing Coke next time they are in the market for soft drinks, whereas that number was 31% on January 1st.

For Bud Light, there is now a 15% chance that consumer would consider purchasing them the next time they are shopping for beer, compared to 12% on January 1st.

Word of Mouth

Only Pepsi made a statistically significant enough gain in this metric since January 1st. Pepsi has been staging “strange occurrences” around the country, leading up to its Super Bowl ads and sponsored halftime show featuring Katy Perry, notably huge crop circles near the Phoenix stadium where the game will be played.

This run-up helped Pepsi to hit 14% of U.S. adults 18 and over saying they talked about the soft drink brand with friends and family over the past two weeks, a gain of three percentage points since January 1st.

Top Buzz Improvers

Top Purchase Consideration Improvers

Top WOM Improver

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