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."
| 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 |
| 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 |
| 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 |
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%
