The NFL came away from the Super Bowl with large spikes in consumer perception metrics, and they may have a record-setting comeback to thank for that. But the other measurement winner may attribute its success to Christopher Walken just mouthing its name.
Bai antioxidant drinks and the NFL were the only two Super Bowl advertisers to see two out of three important consumer perception scores rise by a statistically significant margin after the big game. Those two measurements are 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?") and 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?”).
Other brands to make an impression with consumers include:
- Avocados from Mexico, Skittles and T-Mobile all driving statistically significant improvements in Ad Awareness.
- Busch generated a statistically meaningful improvement in word of mouth.
As of the end of business on Wednesday, no Super Bowl advertiser broke through by a statistically meaningful margin in Purchase Consideration, YouGov BrandIndex’s indicator of potential sales revenue.
Automotive, which often comprises the largest Super Bowl advertiser category, didn’t fare particularly well. Only Audi made an impact with consumers in two metrics (Buzz and Word Of Mouth) with its gender equality spot narrated by George Clooney, but still not by a significant measurement.
Bai’s spot featured a close-up of Walken repeating the product’s name and a silent Justin Timberlake sitting nearby, in a subtle tribute to the boy band hit.
The Buzz score can range from -100 to 100 with a zero score equaling a neutral position.
Buzz Improvers: Super Bowl Advertisers
Purchase Consideration Improvers: Super Bowl Advertisers
WOM Improvers: Super Bowl Advertisers