Doritos, Chevrolet, Bud Light and Budweiser have seen the greatest increase in consumer perception amongst Super Bowl advertisers in the ten days since the big game.
Chevrolet’s Apocalypse ad seemed well received by everyone except Ford (who requested its withdrawal) and the brand made strong perception gains; ranked number fourteen before the Super Bowl it is currently number two.
Toyota and Doritos switched places over the past week. The car maker dropped from its number one spot two days after the Super Bowl down to number nine this week, while Doritos, like the sling-shot baby featured in its add, has moved right up to the top of the leader board.
Although the list is dominated by car brands, Bud Light and Budweiser have made significant gains in perception compared to immediately after the game. Budweiser wasn’t in the top ten brand gainers a week ago, and Bud Light has moved up from eight to three.
Hyundai and Pepsi Max increased their scores immediately post-Super Bowl and one week later have held on to those gains, with buzz scores remaining significantly above the baseline measurements. Bridgestone and E*TRADE also entered the top ten gainers charts since last week.
Two car ads that were released online before the Super Bowl peaked at game time appear in our top 10 list have since faded . Acura with its Seinfeld/Leno spot and Honda, which rode a lot of pre-game hype with its “Ferris Bueller” parody with Matthew Broderick, fell to number twenty one and number twenty six respectively in the past seven days.
All national Super Bowl advertisers were measured with YouGov BrandIndex’s Buzz score, which asks respondents: “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?”
