AdWeek published an article that looked at what brands won the Super Bowl. The survey conducted by Bully Pulpit Interactive surveyed 700 people before the Super Bowl and another 700 after.
Go Daddy was getting their rear end handed to them before the big game and pulled their puppy mill ad, but like Tom Brady and the Patriots made a big comeback and actually had the highest numbers when it came to gaining favor with consumers.
From the article:
All of the respondents watched the game, and 200 were in the coveted millennial demographic. Below are the key takeaways from the online panel.
- GoDaddy (+7), Budweiser (+5), Esurance (+5) and Loctite (+4) saw the greatest increases in brand favorability from their ads. So GoDaddy’s decision to pull “Puppy Mill” for “Working” at the last second proved wise.
- Nationwide’s creepy spot about a dead child seemed like a social media nightmare, and BPI’s findings aren’t much better. Unlike Esurance’s good showing, Nationwide’s brand favorability dropped 5 points.
- Just 13 percent of the participants recalled Wix’s “It’s That Easy” spot.
- BPI found that GoDaddy’s ad practically had no social engagement compared with McDonald’s spot. But while GoDaddy’s brand favorability spiked, McDonald’s was essentially flat.
- Hey creatives, in case you forgot, reinforcing the brand in a $4.5 million spot is pretty huge. For example, 10 percent of those surveyed thought they saw an ad from Audi or VW even though both brands were not Big Game advertisers, while just 20 percent recalled the Mercedes-Benz ad that actually aired. And nearly a quarter of the participants thought Royal Caribbean aired an entertaining ad. But the brand was nowhere to be seen—the Super Bowl watchers were actually remembering a Carnival Cruise spot. In contrast, 78 people of viewers remembered seeing one of Budweiser’s three ads.
Read the full article on AdWeek
