The Super Bowl is an American institution – not only for football fans, but for advertisers too. A 30-second spot costs about $5 million. To put that into perspective, that’s ~150% more than running an ad during the Oscars, and ~560% more than during the World Series or NBA Finals.
Why do brands spend millions for only a few seconds?
Think back over the last few Super Bowls: how many “epic plays” vs. “epic ads” do you remember? For most of us, the ads win out big time. Brands know that well-done Super Bowl ads will provide unmatched reach and memorability. On top of that, with close to 90% of TV viewers watching with second-screen devices nearby, they also drive immediate, measurable, off-the-charts digital response.
For the fourth year in a row, TVSquared will release its Super Bowl TV Ad Performance Analysis the week of Feb. 4. As the worldwide leader in TV attribution, we sit on a wealth of TV performance data, and this year’s report will cover:
- The brands (and ads) that drove the most digital response nationally and by metropolitan area
- The celebrities, entertainers and athletes that generated the most TV-driven buzz
- How spots fared by genre: Did humorous or more somber spots resonate better? Did celebrity-focused ads beat out those without famous faces?
- The TV ad “winners” by industry, including auto, finance, personal care, CPG, food/beverages and entertainment
- The themes of the night’s most talked-about spots
In case you missed the 2018 analysis, you can find it here. Highlights included:
- Stella Artois: The brand’s Water.org spot, featuring Matt Damon, was the night’s overall winner, dominating TV-driven response in six out of eight measured metropolitan areas. In some regions, the ad drove 177-times its baseline traffic.
Hyundai and Coca-Cola won the remaining two regions – Philadelphia and New York, respectively.
- Nick Foles: The Eagles quarterback won the night in terms of TV-driven search across the U.S. In fact, we only saw his search traffic start to wane after the MVP trophy was awarded.
- Chris Pratt: The Jurassic franchise star (eternally Andy Dwyer to many!) was the most buzzed-about spokesperson. Other celebrities that made an impact were Danny DeVito, Chris Elliott, Tiffany Haddish and Bill Hader.
- Jurassic World: This trailer, by far, resulted in the most TV-driven search. There was also a lot of activity around “Black Panther,” which had a tie-in with the Lexus ad that ran during the game.