The week after the Super Bowl I wrote a blog post about whether Super Bowl ads matter. Each year hype around Super Bowl ads gets louder and louder, but what impact does that noise make for the brand?
In a recent online omnibus survey among consumers 18+ conducted by The Pert Group, the answer seems to be: Meh. Not much.
How Do You Like Me Now?
In my original post, I asked if “today’s ranking in USA Today‘s Ad Meter as the #1 Super Bowl spot, is tomorrow’s ‘loved the sling baby ad – who did that one?’” The omnibus results indicate a high ranking ad the day after the Super Bowl does not translate down the road.
Using the top 10 ads, as compiled by USA Today, respondents were provided a description of the ad and asked if they could recall the brand.
The ad with the highest recall, oddly enough, was Dannon’s “The Best Yogurt” with 37% of respondents correctly recalling the brand.* The ad with the lowest recall? Bud Light’s “Weego” ad with just 11% of respondents correctly recalling the brand.
With millions being spent by brands on Super Bowl advertising, is 11% good enough?
A Lost Opportunity
Certainly Super Bowl advertisers are tracking brand impressions in greater depth than an omnibus study. Only they know for sure if their ad was a hit or a miss: did the ad meets its objective? move the needle on sales? create greater brand awareness and a buzz online?
“Weego” made an impression on me – who doesn’t love a cute, scruffy dog and a message about adopting animals from shelters? But it didn’t with others and that’s a lost opportunity few brands can afford.
Measurement Matters
It isn’t how a brand performs on one particular day that matters. What matters is how it performs over time.
How you measure is as important as what you measure. Analytics can and do form competitive differentiation. At The Pert Group, we link brand affinity to action, with a clear eye on consumer behavior, marketplace action and growth opportunities. Email me if you would like to talk about how.
*Omnibus results fun fact: Significantly more men (42%) recalled the Dannon ad than women (31%). John Stamos might be a secret weapon for advertisers considering spots for the 2013 Super Bowl.
