Insights on the most anticipated Super Bowl LI ads

1. RED ZONE REPORT
Roberts Communications
2017 #CustomerBowl
Insights about this year’s most
anticipated Super Bowl ads.

2. of viewers felt connected
to the brand after seeing
the new “sexy” Mr. Clean.
80%
29%
would buy the product
after watching the ad.
80%
The new Mr. Clean connects universally
across ages and genders, with equal
likelihood to feel connected and desire
to purchase.
54% Millennials
100%
of viewers felt happy
after watching the
Skittles ad.
52% Men
Who’s most likely to buy?
Mr. Clean & Skittles
THE VIEWERS LOVED
Wix.com & Lexus
THE VIEWERS’ LEAST FAV
OVERALL BRAND RECOGNITION
At the end of the night, more
people from Gen X were able
to correctly associate an ad
screenshot with the correct
brand.
73%
WHAT WE DID
Audience of 35 people from Millennial,
Gen X and Boomer generations
participated in viewing 10 Super Bowl
ads with live polling and conversation
after each ad.
DATA ANALYSIS
THE ADS WE REVIEWED
Intel
Skittles
Bud Light
Squarespace
Wix
Mr. Clean
Lexus
Mercedes-Benz
Snickers
Turbo Tax
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3. DATA ANALYSIS
CONSUMER PACKAGED GOODS
were most likely to inspire
viewers to go out and make
a purchase.
84%
Gen X
was the most actively
engaged with advertising.
Highest likelihood among
other age groups to take an
action after watching an ad.
49%
86%
Highest brand recognition
among other age groups at
end of the evening.
TECHNOLOGY BRANDS were
more likely to inspire viewers
to go to the website for more
information.
55%
were the least likely to
engage with advertising.
Baby
Boomers
Lowest likelihood among
other age groups to take
an action after watching.
23%
58%
Lowest brand recognition
among other age groups at
end of the evening.
MORE LIKELY TO PURCHASE
Men selected “buy it” as their
action after watching the ad
more than women
79%
LAUGHTER IS KING
When it comes to commercials
during the Super Bowl, people just
want to smile and laugh. Humor,
done well, wins hearts and minds.
CLICK HERE TO VIEW ALL
PRE-RELEASED ADS
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