It was a thrilling Super Bowl comeback. But how about the ads? Which brands fared best in the post-game analyses that continue to roll in? Here’s a look at some of the winners and losers, mostly from research examining the digital reverberation or impact of the commercials (it’ll take time to see what type of broader impact the commercials had for advertising brands).
The following list highlights top advertising brands across various metrics – with sources and links provided. Following that list is another with more audience-focused data.
Roughly 189 million Americans are expected to watch Super Bowl 51 on Sunday, reports the NRF, on par with last year’s figure, based on a survey of close to 7,600 adults. Planned spending surrounding the game is down slightly this year, while attitudes surrounding ads remain steady.
This year almost one-quarter (24%) of viewers said that the commercials are the most important part of the Super Bowl, up slightly from 23% last year. Only a minority (43%) feel that the game itself is most important, while for others spending time with friends (15%) and the half-time show (12%) are the top draws.
Super Bowl ads are generally seen as entertainment, as they have been for some time. Some 78% look at them as entertainment, basically unchanged from 2008 (76%), the first year these stats were available. Close to one-fifth (18%) indicate that the ads make them aware of advertiser brands, also steady from 2008 (17%). The one area where there seems to have been some movement over the past decade or so is in purchase influence: while only 1 in 10 this year claim that the ads will influence them to buy products from the advertisers, that’s nevertheless up from just 6% in 2008.
In other advertising attitudes reported by the NRF:
In other words, save for some increases in stated purchase influence, perceptions regarding Super Bowl ads have remained essentially unchanged over time.
Below is a brief list of Super Bowl-related research with links to sources for readers interested in delving more into the stats.
Topics: Advertising Trends, Automotive, Creative & Production, Men, Mobile Phone, Network, Search Engine Optimization, Social Media, Social TV & Multi-Screening, Spending & Spenders, Sports, Tablet, Television, Top Brands, Traditional, TV Advertising, TV Audiences & Consumption, Video, Women, Youth & Gen X
Subscribe now to receive more charts and articles like this in your inbox. A fast read in a clean, mobile-friendly design.