Most of the information published around Super Bowl ads tends to focus on social media metrics, sentiment and YouTube views. While these stories are always intriguing, hard data on how effective Super Bowl ads actually are – and if they are worth their hefty price tags – have yet to be released. For the first time ever, insights have been compiled that reveal which brands ran the most effective Super Bowl ads based on actual brand lift – finally answering the question of the year: is the $4 million investment in a 30-second Super Bowl spot really worth it?
BrandAds conducted a study to determine the effectiveness of the advertisements that aired during the television broadcast of the 2014 Super Bowl™.
The study was conducted across Internet-connected devices via the proprietary software platform, BrandAds Bridge and included 37,440 participants from around the United States. Participants described how likely they were to purchase a product or service from a particular brand by choosing a single answer from 5 choices ranging from “very likely” to “very unlikely.” Surveys were completed by the control group prior to the airing of the Super Bowl™ and by the separate exposed group after they had watched the Super Bowl™.
The percentage change in likelihood to purchase the advertised products and services, among the exposed group, ranged from -31.66% to 39.50%.