2014
Superbowl Ads
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci .com
January 2014
-1-

Augustine Fou
Fans’ Vote - Products
Which ONE of the following Superbowl 2014 ads MOST compels
you to buy the product advertised?
Dorit
...
Fans’ Vote - Celebrity
Which ONE of these ads do you think "won" the Superbowl?
Tim Tebow - T-Mobile
#1 18.2% (+5.8 / -4.7...
Ad Meter Top 10
Source: Ad Meter via USA Today Feb 4, 2014
Company

Spot

Quarte
Score
r

Budweiser

Puppy Love

4

8.29

...
Visible Measures

Source: Visible Measures via AdAge, Feb 4, 2014
-5-

Augustine Fou
Unruly Most Shared

Source: Unruly Media Feb 4 2014
-6-

Augustine Fou
Networked Insights
Brand conversations in social media
Source: Networked Insights Feb 4, 2014

-7-

Augustine Fou
Networked Insights
Brand conversations in social media
Source: Networked Insights Feb 4, 2014

-8-

Augustine Fou
Networked Insights
Brands’ “share of conversation”
Source: Networked Insights Feb 4, 2014

-9-

Augustine Fou
YouGov BrandIndex
Super Bowl: Purchase Consideration Lift
Source: YouGov BrandIndex via AdAge Feb 6, 2014

- 10 -

Augusti...
YouGov BrandIndex
Super Bowl: Word of Mouth
Source: YouGov BrandIndex via AdAge Feb 6, 2014

- 11 -

Augustine Fou
YouGov BrandIndex
Super Bowl: Buzz
Source: YouGov BrandIndex via AdAge Feb 6, 2014

- 12 -

Augustine Fou
Ace Metrix
Super Bowl: Most Effective

Source: Ace Metrix via Marketing Charts Feb 6, 2014
- 13 -

Augustine Fou
Ace Metrix
Super Bowl: Most Memorable

Source: Ace Metrix via Marketing Charts Feb 6, 2014
- 14 -

Augustine Fou
Ace Metrix
Super Bowl: Most Liked

Source: Ace Metrix via Marketing Charts Feb 6, 2014
- 15 -

Augustine Fou
BrandAds Ad Effectiveness
Super Bowl 2014: Average

Source:
BrandAds Feb
4, 2014
- 16 -

Augustine Fou
BrandAds10 in Ad Effectiveness
Super Bowl 2014: Top
Source: BrandAds Feb 4, 2014

- 17 -

Augustine Fou
So What?
“Overall the Superbowl ads of 2014 seemed
„blah‟ but the viral amplification online and
the fact that all of the ...
Dr. Augustine Fou – Digital Consigliere
“I advise clients on optimizing
advertising across all channels. Using
video ads t...
APPENDIX
Other Interesting Tidbits

- 20 -

Augustine Fou
Men Liked Scarlett

Women Liked John

- 21 -

Augustine Fou
Bud Light Liked by Young

- 22 -

Augustine Fou
Cheerios Liked by Older Group

- 23 -

Augustine Fou
Doritos by South; M&Ms by NE

- 24 -

Augustine Fou
Fritos Chicken Enchilada by
Rural

- 25 -

Augustine Fou
Equally Liked

- 26 -

Augustine Fou
Liked by Millenials

- 27 -

Augustine Fou
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2014 Superbowl Ads Analysis and Outcomes by Augustine Fou

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Superbowl ads from 2014 had two main themes - tugging on heart strings with voiceovers and attempts to relate causes to brands. There was also a new technique of pairing ads one after another, as used by several advertisers like Wonderful Pistachios.

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  • I also noticed many more (& better) hashtags being used with this year's Super Bowl ads. I wonder what kind an analysis of the hashtag use/amplification would yield. Overall, however, I thought the ads were boring, and I didn't mind leaving the room while they were running because none of them really gripped me.
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2014 Superbowl Ads Analysis and Outcomes by Augustine Fou

  1. 1. 2014 Superbowl Ads Dr. Augustine Fou http://linkd.in/augustinefou acfou @mktsci .com January 2014 -1- Augustine Fou
  2. 2. Fans’ Vote - Products Which ONE of the following Superbowl 2014 ads MOST compels you to buy the product advertised? Dorit os "Cow #1 21.0% (+3.1 / -2.8) boy Kid" M&M s#2 15.1% (+2.8 / -2.4) "Deli very" Bud Light #3 14.5% (+2.7 / -2.4) "Epic Night " Chee rios #4 12.7% (+2.6 / -2.2) "Gra cie" Subw ay "Frito s #6 10.4% (+2.4 / -2.0) Chick en Enchi lada" Butte rfinge r#5 10.6% (+2.5 / -2.0) "Cup Ther apy" Chob ani #7 8.5% (+2.3 / -1.9) "Bear " Hein z#8 7.1% (+2.0 / -1.6) "Hum " -2- custom research N=1,006 Augustine Fou
  3. 3. Fans’ Vote - Celebrity Which ONE of these ads do you think "won" the Superbowl? Tim Tebow - T-Mobile #1 18.2% (+5.8 / -4.7) "No Contract" Scarlett Johansson #4 15.4% (+5.3 / -4.1) Soda Stream Ellen Degeneres #2 13.7% (+5.0 / -3.8) Beats Music Stephen Colbert #3 13.3% (+5.2 / -3.9) Wonderful Pistachios Bruce Willis - Honda #5 11.0% (+4.6 / -3.4) "The Hug" Laurence Fishburne #7 9.9% (+4.4 / -3.1) Kia "The Truth" Johnny Galecki #6 10.7% (+5.2 / -3.7) Hyundai "Nice" custom research N=378 John Stamos - Oikos #8 7.9% (+4.5 / -2.9) "The Spill" -3- Augustine Fou
  4. 4. Ad Meter Top 10 Source: Ad Meter via USA Today Feb 4, 2014 Company Spot Quarte Score r Budweiser Puppy Love 4 8.29 Doritos Cowboy Kid 4 7.58 Budweiser Hero's Welcome 3 7.21 Doritos Time Machine 1 7.13 Radio Shack Phone Call 7 Hyundai 1 6.87 General Mills Gracie Cheerios 1 6.75 Microsoft Technology 4 6.65 Coca Cola Going All the 4 Way 6.42 Pepsi -4- 1 Soundcheck 6.3 Sixth Sense HT Augustine Fou
  5. 5. Visible Measures Source: Visible Measures via AdAge, Feb 4, 2014 -5- Augustine Fou
  6. 6. Unruly Most Shared Source: Unruly Media Feb 4 2014 -6- Augustine Fou
  7. 7. Networked Insights Brand conversations in social media Source: Networked Insights Feb 4, 2014 -7- Augustine Fou
  8. 8. Networked Insights Brand conversations in social media Source: Networked Insights Feb 4, 2014 -8- Augustine Fou
  9. 9. Networked Insights Brands’ “share of conversation” Source: Networked Insights Feb 4, 2014 -9- Augustine Fou
  10. 10. YouGov BrandIndex Super Bowl: Purchase Consideration Lift Source: YouGov BrandIndex via AdAge Feb 6, 2014 - 10 - Augustine Fou
  11. 11. YouGov BrandIndex Super Bowl: Word of Mouth Source: YouGov BrandIndex via AdAge Feb 6, 2014 - 11 - Augustine Fou
  12. 12. YouGov BrandIndex Super Bowl: Buzz Source: YouGov BrandIndex via AdAge Feb 6, 2014 - 12 - Augustine Fou
  13. 13. Ace Metrix Super Bowl: Most Effective Source: Ace Metrix via Marketing Charts Feb 6, 2014 - 13 - Augustine Fou
  14. 14. Ace Metrix Super Bowl: Most Memorable Source: Ace Metrix via Marketing Charts Feb 6, 2014 - 14 - Augustine Fou
  15. 15. Ace Metrix Super Bowl: Most Liked Source: Ace Metrix via Marketing Charts Feb 6, 2014 - 15 - Augustine Fou
  16. 16. BrandAds Ad Effectiveness Super Bowl 2014: Average Source: BrandAds Feb 4, 2014 - 16 - Augustine Fou
  17. 17. BrandAds10 in Ad Effectiveness Super Bowl 2014: Top Source: BrandAds Feb 4, 2014 - 17 - Augustine Fou
  18. 18. So What? “Overall the Superbowl ads of 2014 seemed „blah‟ but the viral amplification online and the fact that all of the ads were released prior to the game meant advertisers got more „soft circ‟ than they did in the past.” - Dr. Augustine Fou - 18 - Augustine Fou
  19. 19. Dr. Augustine Fou – Digital Consigliere “I advise clients on optimizing advertising across all channels. Using video ads to supplement or replace TV ad spend, means we can shift towards more detailed measurement and calculation of ROI.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: http://linkd.in/augustinefou - 19 - @acfou Augustine Fou
  20. 20. APPENDIX Other Interesting Tidbits - 20 - Augustine Fou
  21. 21. Men Liked Scarlett Women Liked John - 21 - Augustine Fou
  22. 22. Bud Light Liked by Young - 22 - Augustine Fou
  23. 23. Cheerios Liked by Older Group - 23 - Augustine Fou
  24. 24. Doritos by South; M&Ms by NE - 24 - Augustine Fou
  25. 25. Fritos Chicken Enchilada by Rural - 25 - Augustine Fou
  26. 26. Equally Liked - 26 - Augustine Fou
  27. 27. Liked by Millenials - 27 - Augustine Fou

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