Post on 17-Jul-2015
5 04 0 4 03 0 3 0
Brand E�ectiveness Study
SUPERB WL
Xl X
February 2015 | Final Results
5 04 0 4 03 0 3 0
About This Study
This year, a 30-second TV commercial during the Super Bowl™ cost about $4.5 million. And with that hefty, record-setting price tag comes a question we hear every year: which ad did the best? Which brand made the greatest impact with their Super Bowl investment? We’d like to help answer those questions.
In this study, we’ve compiled insights that reveal which brands ran the most e�ective Super Bowl ads based on brand lift data.We've analyzed the responses from the audience as a whole and looked at specific demographic segments as well.
SUPERB WL
Xl X
February 2015 | Final Results
5 04 0 4 03 0 3 0
AbstractObjectiveExtreme Reach conducted this study to determine the e�ectiveness of all national advertisements that aired during the television broadcast of the 2015 Super Bowl (NOTE: this does NOT include pre- or post-game advertisements).
MethodologyThe study was conducted across Internet-connected devices via the Extreme Reach platform and included 46,383 Super Bowl viewers from around the United States. Proprietary Extreme Reach brand e�ectiveness and audience measurement technology were also used for this study. Participants described how likely they were to purchase a product or service from a particular brand by choosing a single answer from five choices ranging from “very likely” to “very unlikely.” Surveys were completed by the control group prior to the airing of the Super Bowl and by the exposed group after they had watched the Super Bowl. Only national ads that aired between the national anthem and the end of play were included in this study, PSAs and promotional ads were also not included.
FindingsThe percentage change in likelihood to purchase the advertised products and services, among the exposed group, ranged from -3.30% to 23.40%.
SUPERB WL
Xl X
February 2015 | Final Results
* This is the final analysis of this study's data. Since it's release, this study's participant pool has grown 44.6% and the confidence level has risen from 97% to 99%.
5 04 0 4 03 0 3 0
0%
5%
10%
15%
20%
25%
TOP 10Most E�ective Brands (by Brand Lift)
Measured by percentage increase in likelihood to purchase
23.43%
Furious 7
21.49%
Chevrolet
20.05%
Squarespac
e
19.28%
Pitch Perfec
t 2
18.52%
Ted 2
18.14%
Minions
16.59%
Fifty Shades
of Grey
12.70%
Bud Light
WeatherTech
11.59%12.53%
Loctite
SUPERB WL
Xl X
February 2015 | Final Results
5 04 0 4 03 0 3 0
Average Brand E�ectivenessMeasured by percentage increase in likelihood to purchase (brand lift)
+6.87%
SUPERB WL
Xl X
February 2015 | Final Results
5 04 0 4 03 0 3 0
Measured by percentage increase in likelihood to purchase
5%
0%
-5%
10%
15%
20%
25%
All Brands by E�ectivenessFu
rious 7
Che
vrolet
Pitch Pe
rfec
t 2
Ted 2
Minions
Fifty Sh
ades of G
rey
Bud
Light
Loctite
Squa
respace
WeatherTech
Bud
weiser
Dov
eTerm
inator Gen
isys
Always
McD
onald's
Geico
Dorito
sSp
rint
Dod
geMicrosoft
Skeche
rsAvocado
s from
Mexico
TurboTax
Jublia
Discover
Jurassic W
orld Kia
Snickers
Tomorrowland
Coc
a-Cola
Fiat
Spon
gebo
bMop
hie
T-Mob
ileSk
ittles
Mercede
s-Ben
zPe
psi
Weigh
t Watch
ers
Carnival C
ruise Line
sNationw
ide
Jeep
Toyo
taGoD
addy
Clash of C
lans
Victoria
Secret
Nissan
Wix.com
Heroe
s Cha
rge
Esuran
ceBMW
Gam
e of W
arLexu
s
SUPERB WL
Xl X
February 2015 | Final Results
Average across all audience segments
5 04 0 4 03 0 3 0
Brand E�ectiveness by Gender
FEMALE
Measured by percentage increase in likelihood to purchase
+7.30%MALE
+6.26%
SUPERB WL
Xl X
February 2015 | Final Results
5 04 0 4 03 0 3 0
0%
4%
2%
6%
8%
Brand E�ectiveness by IncomeMeasured by percentage increase in likelihood to purchase
7.71%
0-50k
5.53%
50k-100k 100k +
6.68%
SUPERB WL
Xl X
February 2015 | Final Results
Income is shown in aggregate across age/gender
5 04 0 4 03 0 3 0
SUPERB WL
Xl X
0%
3%
6%
9%
12%
15%
12.70%
Loctite
10.76%
Always
8.31%
Dove
6.62%
Avocados
from Mexico
6.26%
Jublia
4.50%
Skittles
4.17%
Weight
Watchers Carniv
al
Cruise Lines
Clash
of Clans
3.27% 2.91%1.66%
Mophie
February 2015 | Final Results
TOP 10First-Time Advertisers by Brand Lift
Measured by percentage increase in likelihood to purchase
Clash of Clans previously advertised during the Super Bowl pre-game
5 04 0 4 03 0 3 0
Brand E�ectiveness by Vertical
SUPERB WL
Xl X
BRAND LIFT RANK
Bud Light 16.59% 1
Budweiser 11.37% 2
McDonald’s 7.64% 3
Doritos 7.38% 4
Avocados from Mexico 6.62% 5
Food & Beverage
BRAND LIFT RANK
Chevrolet 21.49% 1
Dodge 7.24% 2
Kia 5.98% 3
Fiat 4.70% 4
Mercedes-Benz 4.10% 5
Automotive
BRAND LIFT RANK
Furious 7 23.43% 1
Pitch Perfect 2 20.05% 2
Ted 2 19.28% 3
Minions 18.52% 4
Fifty Shades of Grey 18.14% 5
Entertainment
BRAND LIFT RANK
Squarespace 12.53% 1
Sprint 7.37% 2
Microsoft 6.83% 3
Mophie 4.50% 4
T-Mobile 4.36% 5
Telecom & Technology
BRAND LIFT RANK
GEICO 7.58% 1
TurboTax 6.29% 2
Discover 6.24% 3
Nationwide 2.84% 4
Esurance -1.37% 5
Financial Services
Measured by percentage increase in likelihood to purchase
February 2015 | Final Results
5 04 0 4 03 0 3 0
SUPERB WL
Xl X
February 2015 | Final Results
Audience MattersThe high-level rankings in this study span all age, income and gender segments to provide a broad general comparison. An analysis of specific audience attributes reveals that some brands that didn’t score high with the general audience achieved outstanding results with specific key audience segments.
Luxury Automotive BrandsBMW significantly outperformed both Mercedes-Benz and Lexus with audiences in the highest income bracket.
Mobile GamesClash of Clans outperformed both Heroes Charge and Game of War in aggregate. However, Heroes Charge and Game of War performed well with viewers under 18 years old and viewers over 65.
BRAND INCOME > 150K
BMW 44.17%
Lexus 20.37%
Mercedes-Benz 8.65%
BRAND AGE < 18 AGE > 65
Heroes Charge 38.04% 23.96%
Clash of Clans 31.70% 11.41%
Game of War 17.95% 34.99%
5 04 0 4 03 0 3 0
Extreme ReachExtreme Reach is the leading provider of video advertising management and distribution solutions that span TV, Digital and mobile. Thousands of brands and agencies, including nearly all of the Ad Age 100, look to Extreme Reach to activate, measure and optimize their video advertising campaigns across all screens and devices. The Extreme Reach video convergence platform is the first to streamline the video advertising workflow and unify cross-platform analytics. Extreme Reach is headquartered in Needham, Mass., with o�ces in 15 cities across North America.
For more details on the study, please contact Extreme Reach at info@extremereach.com.
SUPERB WL
Xl X
February 2015 | Final Results