Love ‘em or hate ‘em, the New England Patriots and the Philadelphia Eagles played an exciting game last night. The nail-biter was punctuated by much-anticipated, $5M-a-pop TV ads (with an unexpected 30-second blackout thrown in).
Amazon Alexa lost her voice, but won the USA Today Ad Meter. David Harbour, the beloved Chief Hopper from “Stranger Things,” made a splash during multiple Tide detergent spots, and “Dilly Dilly” is fast becoming a phrase we can’t escape from.
While many of these ads are topics of conversation – and controversy – today, which ones actually drove the greatest response? For advertisers, TV has traditionally been about branding, but with the rise of second-screens, it’s also become a tool for immediate response, especially search.
In our third annual Super Bowl ad analysis, we found the “TV Ad Winners” in major U.S. metropolitan areas. These were the brands that drove the highest search lifts among all advertisers.
And the Winners Are …
Stella Artois’ spot, in conjunction with Water.org and Matt Damon, drove the biggest impact with search lifts up to 177x its baseline. While Philly won the Super Bowl, New Englanders can take some solace in the fact that Damon, a Boston-ite, was part of the team that ran away with the advertising honors.
Check out our “Super Bowl LII TV Ad Winners” infographic to learn more. And, throughout the week, we’ll share more insights from our analysis. Tomorrow, find out which auto company drove away with the top performance, and what movie preview resulted in the biggest response.