The Drum Awards Festival - Official Deadline

-d -h -min -sec

TNS Super Bowl Colgate

Super Bowl advertisers should focus on engagement, not views according to study


By Tony Connelly, Sports Marketing Reporter

February 5, 2016 | 3 min read

With Super Bowl 50 just around the corner a number of brands have already released their highly-anticipated ads as a means of increasing views and engagement ahead of the game, however new research from global research consultancy TNS has found that many are failing to secure any long-term impact.

Super Bowl 50 advertisers need to do more for longevity

Super Bowl 50 advertisers need to do more for longevity


The analysis carried out by TNS used consumer surveys; brand tracking and social listening to determine which ads released so far were the most successful.

Colgate’s ‘Save Water’ campaign has emerged ahead of the competition. The brand’s 30-second ad, which encourages people to turn off the tap when brushing their teeth, has performed best on emotional impact and has generated almost 75,000 YouTube views so far.

Its altruistic approach has sparked conversations and helped it transcend the brand name, category and campaign.

Heinz ad campaign has also proven hugely popular in the lead up to Sunday’s game. The #MeetTheKetchups ad, featuring a stampede of sausage dogs jumping into the arms of Heinz Ketchup bottles, has raked up almost 3 million YouTube views in the last week.

The TNS analysis has pointed out that while the ad might win the viral Super Bowl, it is unlikely to create the genuine engagement from consumers which contributes to long-term brand building success

Franck Sarrazit, global director of brand and communication at TNS, says that Heinz and Colgate have created “brilliant engagement on social media” but adds that they have generated “low scores when it comes to relevance and long-term impact.”

He adds: “If we reflect on some of the most successful moments in the Super Bowl’s 50-year history, the likes of Macintosh: "1984" have been most successful precisely because they resonate with consumers in a meaningful way while also showing a clear link to the brand’s values.”

TNS analysis builds on a growing consensus in the advertising industry that what was once a smash and grab scenario has now evolved into something more drawn out and with the continuing growth of social it has become abundantly clear that the campaigns need to work harder to be effective.

TNS Super Bowl Colgate

More from TNS

View all


Industry insights

View all
Add your own content +