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Post-Game Huddle - A look at 2014 Super Bowl advertising

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This presentation is an inside look into the data behind the 2014 Super Bowl ads. This presentation is given by Jonathan Symonds, Marketing EVP at Ace Metrix. To listen to a live version of the webinar, visit this link: http://www.youtube.com/watch?v=vnw13VmkQDY

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Post-Game Huddle - A look at 2014 Super Bowl advertising

  1. 1. 2014 Post Game Huddle Super Bowl XLVIII FEBRUARY 2014
  2. 2. Agenda 1. 2. 3. 4. 5. 6. 7. 8. 9. Methodology & Super Bowl by the Numbers Best & Worst Brand Spotlight Social Distortion Brand Showdowns Patriotism & Inspiration Automotive Celebrities Funny Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 2
  3. 3. Methodology Primer Scoring Survey Sample • Ace Score ranges from 1-950 • Ace Score comprised of Persuasion and Watchability • Persuasion comprised of Attention, Likeability, Information, Change, Desire & Relevance • All scores presented against rolling 90 day category norms • Every survey is exactly the same • Up to six ads in a ―flight‖ • Both ads & questions are randomized • Respondents use a slider on a 100 point scale • Verbatim question is optional but gets ~55% participation • Ads scored as close to debut as possible • 500+ respondents for every ad • Sample weighted against US Census for Age, Gender, Income • 14 day lockout to eliminate professional test takers • Compensation/incentives differ across panel providers Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 3
  4. 4. 2014 Was the Most Effective SB in Recent Years • Average Ace Score of Super Bowl Ads by Year 575 580 570 560 549 550 552 • 552 Avg. Ace Score was 575 -- up +23 pts. compared to each of the past two years Both the floor and the ceiling were raised: • 540 530 520 518 • 510 500 490 • 480 2010 Presentation Title acemetrix.com 2011 2012 2013 2014 Ace Metrix Proprietary & Confidential Max: 710 (Microsoft) – 2nd highest score in our database Min: 432 (GoDaddy) – +70 pts. higher than last year’s min. (Calvin Klein) Encompasses whistle-to-whistle coverage of 53 ads this year 4
  5. 5. Humor is the Go-To, But Kids & Babies = Effective Percent of Super Bowl Ads by Type of Content 2014 Humor 574 Social 576 Celebrity 560 Animals 584 Children / Babies 590 Sexy 536 • 64% 55% • 42% 25% • 23% • 9% Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential Humor was used in nearly 2/3’s of all ads – consistent with the average over the past 5 yrs. The avg. Ace Score among humorous ads (574) was no more effective than the overall avg. (575) Ads with kids and babies led the league: 590 avg. Celebrity and Sexy underperformed 5
  6. 6. LOL? – Not Like You Usually Do • Funny Index of Super Bowl Ads 340 • 318 Funny Index 320 300 Super Bowl ads in 2014 were 19% less funny than in 2013 292 • But they’re still pretty funny – the average ad is indexed to 100 Brands used a safer approach to humor this year, vying for the relatable chuckle rather than polarizing risks Ace Metrix Proprietary & Confidential 6 down 19% yr./yr. 284 • And 10% less funny than the fouryear average 280 259 260 240 220 200 2011 Presentation Title acemetrix.com 2012 2013 2014
  7. 7. Does It Feel Like the Ads Are Getting Longer? 100% 100% 90% 90% 80% 80% • Ad Mix by Duration Super Bowl ads Super Bowl ads and Non-Super Bowl ads 95% 95% 94% 95% 94% Non-Super Bowl 0:45 or shorter 82% 80% • 70% 70% Super Bowl 0:45 or shorter 60% 60% 69% 70% 58% 50% 50% 42% Super Bowl 0:60 or longer 40% 40% 30% 30% 20% 20% 18% 31% 20% 5% 5% 6% 5% 2010 2010 10% 10% • 30% 2011 2011 2012 2012 2013 2013 Non-Super Bowl 0:60 or longer 6% 42% of this year’s ads were 60 seconds or longer, up from ~30% each of the past 2 years The average Emotional Sentiment Index was 53 in 2014, up from 43 in 2013 Longer ads tend to score higher – contributing to this year’s increase in overall ad effectiveness 0% 0% Presentation Title acemetrix.com 2014 2014 Ace Metrix Proprietary & Confidential 7
  8. 8. Top Dogs of Recent Super Bowls 2010 2011 2012 2013 2014 626 662 671 665 710 Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 8
  9. 9. The Best Highest Scoring Ads of the Game
  10. 10. Top Ace Scores Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 10
  11. 11. #1 Microsoft- ―Empowering‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 11
  12. 12. #2 Budweiser- ―Puppy Love‖ #2 - Tied with Hyundai’s “Dad’s Sixth Sense” Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 12
  13. 13. #2 Budweiser- ―Puppy Love‖ #2 - Tied with Hyundai’s “Dad’s Sixth Sense” Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 13
  14. 14. Clydesdale Power Powered by Clydesdales 650 Avg. Ace Score of Anheuser-Busch Super Bowl Ads With Animals and Without Animals 2010-2014 600 589 577 All SB ads 550 555 549 518 500 499 618 577 563 552 575 552 All Anheuser-Busch ads 538 513 506 515 2013 Feature Role Cameo Feature Role Cameo Cameo Feature Role Feature Role 2014 482 477 450 473 442 400 2010 2011 Presentation Title acemetrix.com 2012 Ace Metrix Proprietary & Confidential 14
  15. 15. Towering Emotional Connection Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 15
  16. 16. #2 Hyundai ―Dad’s Sixth Sense‖ #2 - Tied with Budweiser’s Puppy Love Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 16
  17. 17. #4 RadioShack- ―Good Bye 80s‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 17
  18. 18. #5 Budweiser- ―Hero’s Welcome‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 18
  19. 19. #6 Doritos- ―Cowboy Kid‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 19
  20. 20. Doritos- America May Have Voted but We Predicted the Winners 2014 Presentation Title acemetrix.com 2013 Ace Metrix Proprietary & Confidential 2012 20
  21. 21. #7 Heinz- ―Happy and You Know It‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 21
  22. 22. #8 M&M’s ―Delivery‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 22
  23. 23. #9 Toyota- ―Joy Ride‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 23
  24. 24. #10 Jaguar ―Rendezvous‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 24
  25. 25. Brand Spotlight TMobile
  26. 26. Tebow Twosome Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 26
  27. 27. T-Mobile Text One Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 27
  28. 28. Social Distortion
  29. 29. Cheerios- ―Gracie‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 29
  30. 30. Coke- ―America‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 30
  31. 31. GoldieBlox- ―Bring The Toys‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 31
  32. 32. GoldieBlox Longform- ―Princess Machine‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 32
  33. 33. The Worst Lowest Scoring Ads of the Game
  34. 34. GoDaddy.com- ―Bodybuilder‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 34
  35. 35. GoDaddy ―I Quit‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 35
  36. 36. Squarespace ―A Better Web Awaits‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 36
  37. 37. Context is Key for Bud Light’s ―Epic Night‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 37
  38. 38. Bud Light- ―Epic Night Continued‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 38
  39. 39. Brand Showdowns
  40. 40. Microsoft’s Almost Competition Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 40
  41. 41. Microsoft’s Almost Competition Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 41
  42. 42. Dannon Oikos vs. Chobani Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 42
  43. 43. Dannon Oikos vs. Chobani Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 43
  44. 44. M&Ms vs. Butterfinger Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 44
  45. 45. M&Ms vs. Butterfinger Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 45
  46. 46. Beats Music vs. GoPro Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 46
  47. 47. Beats Music vs. GoPro Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 47
  48. 48. Patriotism & Inspiration
  49. 49. Spots Looked to Inspire America • Heroes/Inspiration/Patriotism was a powerful force • Those tags produced an average score of 584 vs. 575 and ESI of 62 vs. 53 Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 49
  50. 50. Automotive Contact: Toula Thomas for an Automotive Bowl tthomas@acemetrix.com
  51. 51. Automotive Tops In Ad Volume Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 51
  52. 52. Chrysler- ―Made Here‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 52
  53. 53. Maserati ―Fire‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 53
  54. 54. Volkswagen- ―Wings‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 54
  55. 55. Celebrities
  56. 56. Celebrities Consistently Underperform in Super Bowl • • • Clever and creative use of celebrities in advertisements can be effective given the right context Celebrities are often polarizing - even within demographic targets Celebrity ads scored lower on key dimensions of ―Relevance,‖ ―Desire,‖ and ―Information‖— key elements of ad persuasion Year Celeb Average Difference 2014 575 560 -15 2013 552 527 -25 2012 552 546 -6 2011 548 527 -21 2010 Presentation Title acemetrix.com Average 515 468 -47 Ace Metrix Proprietary & Confidential 56
  57. 57. Funny
  58. 58. Top Funny Ads Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 58
  59. 59. Top and Bottom Scores by Component
  60. 60. Attention Top and Bottom ―It Got My Attention‖ Bottom Top Brand Ad Title Attenti on Brand Ad Title Attenti on Budweiser Budweiser Toyota Microsoft Corporate Promotions Radio Shack Chobani Jaguar Doritos Volkswagen Audi (SB 14) Puppy Love (SB 14) Hero's Welcome (SB 14) Joy Ride (SB 14) Empowering (SB 14) Good Bye '80s (SB 14) Bear (SB 14) Rendezvous (SB 14) Cowboy Kid (SB 14) Wings (SB 14) Doberhuahua 833 787 776 770 760 759 754 750 743 738 Jeep Axe Deodorant T-Mobile Wireless GoDaddy.com GoldieBlox Carmax Bud Light Wonderful Pistachios GoDaddy.com Sprint (SB 14) Restless (SB 14) Peace :30 (SB 14) Breakup (SB 14) Bodybuilder (SB 14) Bring The Toys (SB 14) Slow Clap :30 (SB 14) Epic Night (SB 14) Stephen Colbert Part 1 (SB 14) I Quit (SB 14) The Framily Plan 638 637 636 627 621 611 605 603 588 584 Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 60
  61. 61. Likeability Top and Bottom ―I like this ad‖ Bottom Top Brand Ad Title Likeabil ity Brand Ad Title Likeabil ity Budweiser Budweiser Microsoft Corporate Promotions Toyota Radio Shack Doritos Hyundai Luxury Auto Doritos M&M's Jaguar (SB 14) Puppy Love (SB 14) Hero's Welcome (SB 14) Empowering (SB 14) Joy Ride (SB 14) Good Bye '80s (SB 14) Cowboy Kid (SB 14) Dad's Sixth Sense (SB 14) Time Machine (SB 14) Delivery (SB 14) Rendezvous 821 781 777 758 742 737 734 723 716 715 Wonderful Pistachios Axe Deodorant Sprint Carmax GoldieBlox Maserati Bud Light GoDaddy.com Squarespace GoDaddy.com (SB 14) Stephen Colbert Part 1 (SB 14) Peace :30 (SB 14) The Framily Plan (SB 14) Slow Clap :30 (SB 14) Bring The Toys (SB 14) Fire (SB 14) Epic Night (SB 14) I Quit (SB 14) A Better Web Awaits (SB 14) Bodybuilder 594 588 583 574 572 569 565 560 553 522 Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 61
  62. 62. Information Top and Bottom ―I learned something‖ Bottom Top Brand Ad Title Informa tion Brand Ad Title Informa tion Microsoft Corporate Promotions Hyundai Luxury Auto T-Mobile Wireless WeatherTech Radio Shack Subway Sonos Chevrolet Beats Audio Budweiser (SB 14) Empowering (SB 14) Dad's Sixth Sense (SB 14) Breakup (SB 14) You Can't Do That (SB 14) Good Bye '80s (SB 14) Fritos On Top (SB 14) Fill Your Home (SB 14) Life (SB 14) The Right Music :60 (SB 14) Hero's Welcome 721 687 658 651 648 644 641 639 633 628 H&M Audi Pepsi GoldieBlox Wonderful Pistachios Carmax Wonderful Pistachios Bud Light Bud Light GoDaddy.com (SB 14) Uncovered (SB 14) Doberhuahua (SB 14) Get Hyped For Halftime (SB 14) Bring The Toys (SB 14) Stephen Colbert Part 1 (SB 14) Slow Clap :30 (SB 14) Stephen Colbert Part 2 (SB 14) Epic Night (SB 14) Epic Night Continued (SB 14) Bodybuilder 511 507 506 506 502 485 477 469 467 467 Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 62
  63. 63. Desire Top and Bottom ―I want that!‖ Bottom Top Brand Ad Title Desire Brand Ad Title Desire M&M's Microsoft Corporate Promotions Jaguar Doritos Hyundai Luxury Auto Heinz Sonos Doritos Budweiser Budweiser (SB 14) Delivery (SB 14) Empowering (SB 14) Rendezvous (SB 14) Cowboy Kid (SB 14) Dad's Sixth Sense (SB 14) Happy and You Know It (SB 14) Fill Your Home (SB 14) Time Machine (SB 14) Hero's Welcome (SB 14) Puppy Love 679 678 663 662 657 654 651 646 634 631 H&M Bud Light Carmax Axe Deodorant Sprint Bud Light GoDaddy.com Squarespace GoldieBlox GoDaddy.com (SB 14) Uncovered (SB 14) Epic Night Continued (SB 14) Slow Clap :30 (SB 14) Peace :30 (SB 14) The Framily Plan (SB 14) Epic Night (SB 14) I Quit (SB 14) A Better Web Awaits (SB 14) Bring The Toys (SB 14) Bodybuilder 519 511 504 495 493 477 475 456 436 423 Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 63
  64. 64. Relevance Top and Bottom ―I can relate to its message‖ Bottom Top Brand Ad Title Releva nce Brand Ad Title Releva nce Microsoft Corporate Promotions Budweiser Heinz Budweiser Radio Shack Hyundai Luxury Auto Doritos Chrysler Coca-Cola Honda (SB 14) Empowering (SB 14) Puppy Love (SB 14) Happy and You Know It (SB 14) Hero's Welcome (SB 14) Good Bye '80s (SB 14) Dad's Sixth Sense (SB 14) Cowboy Kid (SB 14) Made Here (SB 14) America (SB 14) Hug Fest 676 676 667 661 656 655 645 642 637 632 Bank of America Banking Carmax GoPro Wonderful Pistachios H&M Maserati Bud Light GoldieBlox Bud Light GoDaddy.com (SB 14) U2 Invisible (SB 14) Slow Clap :30 (SB 14) Red Bull Stratos (SB 14) Stephen Colbert Part 2 (SB 14) Uncovered (SB 14) Fire (SB 14) Epic Night (SB 14) Bring The Toys (SB 14) Epic Night Continued (SB 14) Bodybuilder 526 518 513 512 499 488 480 477 475 427 Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 64
  65. 65. Change Top and Bottom ―I sense this company is moving in a new direction‖ Bottom Top Brand Ad Title Change Brand Ad Title Change Radio Shack Microsoft Corporate Promotions Hyundai Luxury Auto Kia Budweiser Jaguar WeatherTech Chrysler Sonos Budweiser (SB 14) Good Bye '80s (SB 14) Empowering (SB 14) Dad's Sixth Sense (SB 14) The Truth (SB 14) Hero's Welcome (SB 14) Rendezvous (SB 14) You Can't Do That (SB 14) Made Here (SB 14) Fill Your Home (SB 14) Puppy Love 739 738 715 693 687 682 674 666 664 663 Wonderful Pistachios Bank of America Banking GoldieBlox GoDaddy.com Carmax Squarespace Bud Light Wonderful Pistachios Bud Light GoDaddy.com (SB 14) Stephen Colbert Part 2 (SB 14) U2 Invisible (SB 14) Bring The Toys (SB 14) I Quit (SB 14) Slow Clap :30 (SB 14) A Better Web Awaits (SB 14) Epic Night Continued (SB 14) Stephen Colbert Part 1 (SB 14) Epic Night (SB 14) Bodybuilder 582 580 566 561 561 558 555 554 539 529 Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 65
  66. 66. creative@acemetrix.com

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