Super Bowl

How Long Does the Super Bowl Lift Last?

YouGov BrandIndex Checks Again as Time Passes

By Published on .

Although many advertisers in Super Bowl 50 achieved increases in brand buzz, word of mouth and purchase consideration, according to YouGov BrandIndex research, those gains are already looking smaller just a few weeks after the Feb. 7 game.

Out of all the game's ads, Heinz's "Weiner Stampede" generated the biggest immediate lift in brand buzz and purchase consideration, according to YouGov BrandIndex's initial look at pre- and post-Super Bowl metrics. YouGov BrandIndex compared its scores from Jan. 4-17 with those from Feb. 8 and 9 to come up with those results.

Now YouGov BrandIndex has looked at its scores again, for a "post" period from Feb. 8 though Feb. 21, and the gains are smaller.

Purchase consideration for Heinz, for example, is up by 2.9 percentage points in the new research, compared to a 10.7 percentage-point gain in the first round. Here are the results as Super Bowl 50 begins to fade into the past:

Buzz
Brand Jan 22-Feb 6 Feb 8-21 Post Vs Pre-Period Significant Movement
Budweiser 10.6 18.0 7.3 yes
Doritos 15.5 21.7 6.2 yes
Heinz 6.1 11.7 5.6 yes
T-Mobile 10.8 15.9 5.0 yes
PayPal 14.7 19.5 4.8 yes
Butterfinger 8.2 11.3 3.1 no
Mountain Dew 1.8 4.7 2.9 no
AXE 4.7 7.1 2.4 no
Bud Light 9.1 11.3 2.2 no
Skittles 12.6 14.5 1.9 no
WOM Exposure
Brand Jan 22-Feb 6 Feb 8-21 Post Vs Pre-Period Significant Movement
Budweiser 10.0 14.2 4.2 yes
Skittles 8.4 11.8 3.4 yes
Doritos 18.0 21.0 2.9 yes
Mountain Dew 8.4 11.3 2.9 yes
PayPal 18.0 20.5 2.5 yes
Bud Light 10.0 12.2 2.2 yes
Snickers 12.1 13.8 1.7 yes
Kia 6.8 8.4 1.7 yes
MINI 1.9 3.5 1.6 yes
Colgate 6.1 7.6 1.4 yes
Purchase Consideration
Brand Jan 22-Feb 6 Feb 8-21 Post Vs Pre-Period Significant Movement
Snickers 32.4% 35.6% 3.2% no
Pepsi 22.4 25.6 3.2 no
Heinz 57.3 60.2 2.9 no
Butterfinger 37.1 38.9 1.8 no
Bud Light 13.4 15.0 1.5 no
AXE 14.3 15.7 1.5 no
Colgate 38.1 39.3 1.3 no
Mountain Dew 14.4 15.7 1.3 no
Budweiser 13.4 14.6 1.2 no
Coca Cola 32.0 32.8 0.8 no
Source: YouGov BrandIndex. The threshold for statistical significance in this research is 4%, according to 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 U.S. 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)?"
A score can range from 100 to -100 with a zero score equaling a neutral position.

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?"
The scale is measured from 0 - 100%.
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