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Super Bowl Advert Consumer Behaviour

Super Bowl 2013: The winners and losers from big-spend advertising

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By Jennifer Faull | Deputy Editor

January 29, 2013 | 4 min read

Brand and customer loyalty researcher, Brand Key, has unveiled the results from its study into the ads hitting screens during this year’s Super Bowl.

Conducted a week before the first game, polling a national sample of 1,500 men and women, 18 to 65 years of age , The Super Bowl Engagement Survey has reported that nearly 60 per cent of Super Bowl advertiser this year’s will see real returns on their sizeable investments, with ad space this year costing around $126,000 per second.

The research examined 31 brands reported in industry publications and predictively measures respondents’ true reactions to brands within the context of the medium. Results correlate highly with consumer behaviour, and have been validated as reliable predictors of future brand purchase or consideration.

As such, advertisers are classified as “winners” if they score +5 or more brand equity points. “Losers” score -5 or more brand equity points, and “tied” refers to brand values left unaffected by the Super Bowl venue.

So far winners include the big food brands, with Doritos scoring +14 points for its social-media powered ads showing naughty animals, cute children and slapstick comedy. Other brands such as Taco Bell (+13), Coke (+11) and Pizza Hut (+11) ave also been making the biggest impressions on consumers. Coke rival, Pepsi, has failed to make the same impact with its Super Bowl efforts, but has still been classed a winner with +7 brand equity points. Meanwhile, Car.com (+10), Hyundai (+9), Audi (+8), Mercedes-Benz (+8) and Toyota (+5) were among the notable car brands which are due to see strong returns on their Super Bowl advertising investments. Brand Key has noted the Super Bowl advertising losers to be Century 21 which scored -9 brand equity points, followed by, Best Buy (-8), Kia (-6) and Wheat Thins (-5).

Those brands which are expected to be unaffected by the Super Bowl, scoring zero brand points, include Anheuser-Busch, Etrad, Fiat, Gildan, Lincoln, Milk, Samsung, Tide and Volkswagen. Robert Passikoff, Brand Keys’ president, said of the results: “The Super Bowl has long been a showcase of ‘creative’ advertising and ‘buy big’ audiences. But ultimately all advertising should be judged not on how it entertains but how it performs off the field. Does the ad engage customers, drive positive behavior, sales, and build brand equity. Awareness is what you get for your money in a game known as much for the payers as for the players, where it can cost more than $126,000 per second to run an ad.“The flattening of the playing field has not been lost on advertisers, who increasingly have moved to create up-front buzz for their ads, knowing their ads will get noticed – sometimes more than actual plays in the game – along with everyone else’s. Brands like GoDaddy.com and Coke have been posting sneak peeks of the ads that will ‘preview’ on game night.”Passikoff goes on to talk about the importance for these big brand to truly engage with the consumer: “With 30-second spots selling for $3.7-4 million this year on top of production costs, it should be a whole new game when it comes to ad effectiveness and ROI. You’re talking about ‘engagement’. And because engagement assessments are separate and apart from how many eyeballs were watching, and certainly entertainment, they’re a reliable ‘reality check’ that lets advertisers know how super their media buys will actually be.”Passikoff ends by saying: “A laugh, a sigh, or a tweet aren’t really acceptable returns on an investment this size. There may not be an ‘I’ in ‘team,’ but there is one in Return-On-Investment.”

Super Bowl Advert Consumer Behaviour

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