The Super Bowl's Real Results: The Brands That Lifted Purchase Consideration Most
You loved Budweiser Super Bowl ads like "Puppy Bowl," but you aren't thinking about buying Bud more than before, new research from YouGov BrandIndex suggests. M&M's, on the other hand, has significantly increased its odds on your next shopping trip.
"There can definitely be a difference between someone seeing an ad that they liked creatively that made them laugh or cry or smile, and wanting to go out and buy that product," said Ted Marzilli, CEO at YouGov BrandIndex.
YouGov BrandIndex, which says it interviews 4,300 people each weekday from an online panel that's designed to be representative of the U.S. population, crunched the numbers on Super Bowl advertisers before and after the game. It found that Budweiser, GoDaddy, Doritos and Microsoft got people talking or increased the positive buzz about them more than other Super Bowl advertisers. But of those four only Doritos made the top 10 for a lift in purchase consideration.
Even the good news for M&M's, Doritos and other brands such as Jeep only goes so far at this point, Mr. Marzilli said. "What this doesn't show you, because we're looking at this only two days after the Super Bowl, is how long that purchase consideration lasts," he said.
Other brands may have been trying to increase good buzz more than anything else. RadioShack, among others, seemed to do itself a favor with its 80's themed Super bowl ad, according to YouGov BrandIndex. And as far as Budweiser goes, the Super Bowl is less of an investment in the grand scheme of its annual marketing than it is for smaller marketers, Mr. Marzilli noted.
The score for buzz on the chart here ranges from 100 to negative 100 and is compiled by subtracting negative feedback from positive on 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?" A zero score would mean equal positive and negative feedback.
Scores for word of mouth and purchase consideration range from 0% to 100%. Word of mouth reflects the brands that respondents said they had talked about with friends and family online or in person during the past two weeks. Purchase consideration reflects the brands respondents said they would consider when they were next in the market.