What do advertisers get for buying the most expensive advertisements on TV? To understand the impact of Super Bowl ads on consumers Survata measured brand memorability and favorability through real-time surveys conducted with the TV viewing audience.
Survata is a Brand Intelligence Platform specializing in identifying the right consumer and moving them further down the brand funnel. So we were curious to understand, for our customers and for ourselves, how much of an impact do Super Bowl ads have on brand metrics. For this study we focused on just the top brands, like; Bud Light, Pepsi, M&Ms, Doritos, Google, Audi, Verizon, Amazon, and McDonald’s, to name a few.
In order to more precisely target exposed respondents, Survata partnered with Alphonso, the largest provider of TV viewership data, to run this study. Viewers were asked to rate each metric (memorability and favorability) on a score of one to five, five being the most memorable/favorable. Twenty-four of the top brands were selected for the real-time surveys; six brands per quarter.
Download the report to see how each brand performed.
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