Avocados From Mexico is the only Super Bowl advertiser to make significant gains in all three key consumer perception metrics used for this year’s game.
Turbo Tax, Skittles and Busch also showed long-term perception muscle, making significant gains in two out three metrics.
While a few advertisers get an initial “bump” in the few days after the game airs, there are usually brands that see their marketing impact go far beyond that early period.
YouGov BrandIndex utilized three metrics to analyze results during the month since the Super Bowl, compared to the weeks before the big event: Buzz ("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?”), Word Of Mouth ("Which of the following brands have you talked about with friends and family in the past two weeks, whether in person, online or through social media?"), and the indicator of potential sales revenue, Purchase Consideration ("When you are in the market next to purchase items in this particular category, from which of the following brands would you consider purchasing?”).
In their third Super Bowl campaign in a row, this year’s Avocados from Mexico ad starred Jon Lovitz, and used the setting of a secret society meeting.
TurboTax and Skittles made their longer term gains in the Buzz and Word Of Mouth metrics, underscoring how excelling in those scores doesn’t always translate to better potential sales revenue with the Purchase Consideration score.
That said, in addition to Avocados from Mexico, Hulu, Netflix, Sprint and Busch all continue to show significant higher purchase consideration scores in the month following the event.
Buzz Improvers: Super Bowl Advertisers
WOM Improvers: Super Bowl Advertisers
Purchase Consideration Improvers: Supe Bowl Advertisers