Our parent company TNS surveyed over a thousand adults between 18 and 54 years old Monday to determine how they felt about the ads in Sunday’s Super Bowl. This survey is interesting because they looked beyond the basic "did you like/dislike the ad" question to see which commercials were recalled the next day and which ones were most influential and effective at delivering a brand impact.
Ad Recall
First they asked about which ads people remembered the most the next day. E-Trade’s ads proved to be most memorable; both of their talking baby spots were among the most recalled ads. Here’s the top 5:
1. E-Trade: Spit up baby - (70% recall)
2. Bud Light: Will Ferrell Semi-Pro - (69% recall)
3. Budweiser: Clydesdales - (67% recall)
4. Sobe LifeWater - (67% recall)
5. E-Trade: Talking baby with clown - (66% recall)
Best Performing
The panel evaluated each of the commercials and promos on three dimensions - commercial likeability, positive brand impact and future purchase consideration. TNS combined the scores on these factors to come up with a single score, called the called the Commercial Performance Index (CPI), to represent the ad’s effectiveness. Here are the 5 ads that performed the best:
1. Budweiser: Clydesdales (+387 CPI)
2. Coca Cola: Balloon (+373 CPI)
3. Bridgestone Tires: Screaming Animals (+352 CPI)
4. NFL Living A Dream (+321 CPI)
These spots also scored at the top of most consumer rating polls. In fact the Bud Clydesdale ad won the influential USA Today Ad Meter.
Our analysis of ad-related consumer discussions in social media after the game supports these findings. The Anheuser-Busch ads (which include all the Bud and Bud Light spots) generated twice the volume of conversations than the second place brand (Audi). The discussions about both of Coke’s ads were extraordinarily positive.
We saw an interesting trend emerge as advertisers announced their ads plans and released teasers in the last week or two before the game. Many advertisers were leaving the “shock and awe” theme behind in favor of themes of social responsibility and family values. We wrote more about that here.
Sure, you had your guys attaching jumper cables to their chest to jump start a car, but "nice" won this year. The ads with upbeat, positive messages were effective with consumers and also generated additional brand value in word of mouth.
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