Super Bowl

Does Pre-Super Bowl Buzz Last After the Game?

Performance on Game Day Seems Most Important to Ultimate Score

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Ads for Toyota, Hyundai, M&M's, PepsiCo Max and Acura saw buzz about them increase the most after the Super Bowl, according to data from YouGov BrandIndex, a daily consumer research service on brands.

The findings may be somewhat surprising, as commercials from Doritos, Chrysler and General Motors' Chevrolet seemed to generate a bigger impression, whether for the sight of a dog admitting to having killed and buried a cat (Doritos); the appearance of Mr. Eastwood declaring "It's halftime in America" (Chrysler); or taking a poke at a rival like Ford (Chevrolet). Indeed, ads from Toyota and Hyundai were among the game's most tame this year.

The new ranking also differs from YouGov BrandIndex findings before the game, suggesting that Super Bowl plans -- and perhaps a pre-released commercial -- may get people talking about you, but what happens on Super Bowl Sunday remains more important to your ultimate performance. Heading into the game, YouGov Brand Index saw Volkswagen, General Motors, Acura, Audi and Doritos as having the most buzz lift. Although VW and Doritos still enjoyed significant improvement in buzz after the game. according to YouGov BrandIndex, other brands wound up surpassing them by that measure. Only Acura was able to continue in the top five.

The YouGov BrandIndex survey interviews 5,000 consumers each weekday from a representative U.S. population sample. Respondents are drawn from an online panel of more than 1.5 million people.