Super Bowl

'Weiner Stampede' Super Bowl Ad Lifts Heinz Not Just in Buzz but Purchase Consideration

Beyond Likes and Shares, Who's Going to Buy?

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Advertising Age Player

Heinz's "Weiner Stampede" has achieved both the biggest lift in brand buzz and the largest increase in purchase consideration of any Super Bowl ad, according to YouGov BrandIndex's annual look at pre- and post-Super Bowl metrics.

Heinz's ad also showed up on Ace Metrix's top 10 for creative effectiveness, if lower down the list.

Skittles, meanwhile, ranked first or second for improvement in all three key metrics studied by YouGov BrandIndex: brand buzz (what respondents have heard), word of mouth (what respondents have said) and purchase consideration (what respondents say they might buy).

And Mtn Dew's "PuppyMonkeyBaby," a favorite of the Ad Age Super Bowl ad review, got people talking but was less successful in other areas, YouGov BrandIndex found.

"Mountain Dew's very weird spot of 'PuppyMonkeyBaby' divided a lot of people right after it aired," YouGov BrandIndex CEO Ted Marzilli said in an email. "It squeaked into the top 10 for increased Word of Mouth, but clearly not enough to even qualify for positive Buzz gains or even make people consider purchasing it."

Buzz
Brand Jan 4-17 Feb 8-9 Post Vs Pre-Period
Heinz 12.3 26.0 13.7
Skittles 8.8 20.0 11.2
T-Mobile 9.3 20.1 10.8
Pepsi 14.3 24.7 10.3
Budweiser 10.6 19.0 8.4
AXE 5.2 12.8 7.6
Doritos 13.3 19.3 6.0
Snickers 15.6 20.0 4.4
Taco Bell 8.8 12.5 3.7
Bud Light 9.0 12.1 3.0
WOM Exposure
Brand Jan 4-17 Feb 8-9 Post Vs Pre-Period
Skittles 8.2% 18.5% 10.3%
AXE 6.6 11.9 5.3
Pepsi 12.4 16.9 4.6
Snickers 11.3 15.3 4.0
Toyota 15.3 18.9 3.6
Budweiser 9.3 12.7 3.5
Heinz 6.4 9.8 3.4
Hyundai 6.1 9.4 3.3
Doritos 17.3 20.6 3.2
Mountain Dew 10.2 13.1 2.9
Purchase Consideration
Brand Jan 4-17 Feb 8-9 Post Vs Pre-Period
Heinz 58.9% 69.6% 10.7%
Skittles 30.0 38.6 8.6
AXE 15.2 22.1 6.8
Coca Cola 30.8 35.9 5.1
Colgate 38.9 43.3 4.3
Pepsi 23.4 27.4 4.0
PayPal 12.3 15.6 3.4
Budweiser 12.4 15.1 2.6
Snickers 31.1 33.7 2.6
SunTrust 3.5 5.7 2.2
Source: YouGov BrandIndex. YouGov BrandIndex (www.brandindex.com) is the only daily consumer perception research service of brands, interviewing 4,500 people each weekday from a representative US population sample, more than 1.5 million interviews per year. Respondents are drawn from an online panel of more than 2MM individuals.

Notes:
BUZZ: "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"
A score can range from 100 to -100 with a zero score equaling a neutral position.

WOM: "Which of the following brands have you talked about with friends and family in the past two weeks (whether in person, online or through social media)?"
Scale of 0 to 100%

PURCHASE CONSIDERATION: "When you are in the market next to purchase items in this particular category, from which of the following brands would you consider purchasing?"
Scale of 0 to 100%

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