2014 Super Bowl Ad Effectiveness Study
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The study measured the effectiveness of advertisements from the 2014 Super Bowl by surveying participants before and after the game about their likelihood to purchase products from brands advertised. It found that 83.9% of brands positively influenced purchase likelihood, ranging from -31.66% to 39.5% change. Males saw a 13.3% greater increase in purchase likelihood than females. Consumers under 18 saw a 61.9% greater increase than those over 18. Purchase likelihood increase was 7.1 times greater for consumers earning $0-100k compared to over $100k.
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2014 Super Bowl Ad Effectiveness Study
- 1. SUPER BOWL TM xlvii i AD EFFECTIVENESS STUDY
- 2. ABSTRACT OBJECTIVE BrandAds conducted a study to determine the effectiveness of the advertisements that aired during the television broadcast of the 2014 Super Bowl™. METHODOLOGY 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™. FINDINGS The percentage change in likelihood to purchase the advertised products and services among the exposed group ranged from -31.66% to 39.50%.
- 3. TO P 10 MOST EFFECTIVE BRANDS Measured by percentage increase in likelihood to purchase 40% 39.5% 37.8% 36.1% 30% 25.6% 25.0% 20.5% 20% 19.7% 19.4% 16.6% 15.6% 10% 0% Hyun dai eiser Budw Jeep ackle ny Cr So Sono s rm Spide an 2 Axe Alex & Ani Radio Shack line Price
- 4. AVERAGE AD EFFECTIVENESS Measured by percentage increase in likelihood to purchase +6.6%
- 5. 10% -10% -20% -30% Swiffle Vacuum Jack In The Box Toyota Highlander Cheerios GoldieBlox CarMax Chrysler Chevy Silverado Jaguar 0% Hyundai Genesis Budweiser Jeep Cherokee Sony Crackle Sonos The Amazing Spiderman 2 Axe Peace Alex and Ani RadioShack Priceline Hyundai Elantra Honda Captain America Subway Pepsi Butterfinger T-Mobile M&M’s Hulu Doritos WeatherTech Heinz Ketchup Need For Speed Coca-Cola Dannon Oikos Greek Yogurt Maserati GoPro Microsoft Chobani Yogurt Ford Fusion Hybrid Intuit Bud Light Scientology GoDaddy H&M Squarespace SodaStream Smart Wonderful Pistachios Transformers: Age of Extinction Geico Kia Audi A3 TurboTax Beats Music Bank of America Volkswagon Sprint ALL BRANDS BY EFFECTIVENESS Measured by percentage change in likelihood to purchase 40% 30% 20%
- 6. AD EFFECTIVENESS BY GENDER Measured by percentage increase in likelihood to purchase FEMALE +8.78% MALE +9.95%
- 7. AD EFFECTIVENESS BY AGE Measured by percentage increase in likelihood to purchase 40% 37.1% 30% 18.5% 20% 14.3% 13.5% 15.3% 10% 0% 15.1% 8.1% < 18 18–24 25–34 35–44 45–54 55–64 65+
- 8. AD EFFECTIVENESS BY INCOME Measured by percentage increase in likelihood to purchase 12% 10.5% 9.0% 9% 6% 3% 1.1% 0% $0–50k $50–100k $100–150k 1.4% $150k+
- 9. insights 83.9% of brands that purchased one or more Super Bowl™ ads positively influenced consumers’ likelihood to purchase their products or services. 16.1% of brands that purchased one or more Super Bowl™ ads negatively influenced consumers’ likelihood to purchase their products or services. Male consumers’ increase in likelihood to purchase advertised products or services was 13.3% greater than that of female consumers. The increase in likelihood to purchase advertised products or services was 61.9% greater among consumers under the age of 18 than the average increase among consumers over the age of 18. The increase in likelihood to purchase advertised products or services was 7.1 times greater among consumers whose household income is $0-100k than consumers whose household income is greater than $100k.
- 10. ABOUT BRANDADS BrandAds is a Bay Area-based technology company that provides video advertising analytics software to enterprise marketing organizations. BrandAds’ proprietary software platform translates massive amounts of data into actionable insights that empower marketers to materially improve the return on their video advertising investments.