As Super Bowl advertisers prepare to cash in on their enormous cash outlays, some are no doubt nagged by second thoughts: Of course an ad on TV's biggest day will generate some good buzz. But how much? And perhaps more important, for how long?
A new numbers crunch by the survey and research firm YouGov BrandIndex suggests that last year's Super Bowl advertisers enjoyed a lift in positive buzz no longer than two weeks. YouGov BrandIndex calculates "positive buzz" based on answers to the question "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?"
The caveat of course is that buzz is just talk, while Super Bowl ads can and should achieve a variety of things not captured there, like increasing brand awareness or viewers' intention to buy.
But given the goal of getting people talking, all the better to spread the brand message after the game, it seems worth noting how well Super Bowl ads pull that off -- and how quickly it fades.
Just 10 Super Bowl advertisers last year increased their positive buzz beyond the margin of error, according to YouGov BrandIndex. Of those, YouGov BrandIndex said the biggest surge in positive buzz belonged to GoDaddy, whose 2014 Super Bowl ads included the "Bodybuilder" ad above. The surge lasted one week.
Some of the other advertisers who saw significant positive buzz lift last year kept it going a little longer. Budweiser (a perennial winner with cute animal advertising), T-Mobile (which broke out Tim Tebow in an ad), and Radio Shack (which deployed 80s nostalgia to great effect) each went on a two-week run before positive buzz reverted to pre-game levels.
Doritos, M&M's, Kia, Microsoft, Axe and Audi saw positive-buzz lifts above the margin of error for one week, YouGov BrandIndex said.