Do Super Bowl Ads Pay? For Coke and Hyundai, Maybe. For Turbo Tax and Oikos, Maybe Not.

Share this content:
Building a bridge to buying.
Building a bridge to buying.
 

Some brands are like the Niners and the Steelers: destined for Super Bowl greatness. Some are like the Browns and the Lions and shouldn't even consider showing up for the game. Among combatants in the Super Bowl XLVII ad wars on February 2, Doritos and Coca-Cola figure to be the champs and Turbo Tax and Oikos the chumps.

That's the assessment of a Super Bowl Ad Engagement survey of 1,660 Americans who plan to watch the game, conducted by Brand Keys, a customer loyalty research company that rates the Super Bowl's viability as a marketing vehicle based on how many viewers are inspired to actually buy advertisers' products.

“When a brand gets into people's living rooms, it doesn't matter how many consumers tweet if, ultimately, it doesn't increase brand engagement levels and sales. Otherwise the brand just spent a ton of money for buzz and not a lot of buy,” says Brand Keys President Robert Passikoff.

Survey respondents were asked for their rational and emotional reactions to the 29 brands playing the Super Bowl ad game this year. Brand keys then used consumer behavior correlations to determine whether the context of football's big game reinforced, degraded, or had no effect on their engagement with the brands.

Leading the Super Bowl brand standings were, in order, Doritos, Coke, Hyundai, M&Ms, Axe, and GoDaddy.  Warming the brand bench were Intuit, Turbo Tax, Squarespace, Volkswagen, Oikos, H&M, and Dannon.

“The reality is that advertisers are guaranteed awareness in a game known as much for the payers as for the players, with costs this year running around $134,000 a second,” Passikoff says. “But advertising must be judged by how it performs in the marketplace, on whether it engages enough to drive sales.”

Loading links....
close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here