Post-Game Huddle - A look at 2014 Super Bowl advertising

Super Bowl XLVIII

2014 Post Game Huddle

FEBRUARY 2014

Presentation Titleacemetrix.com 2Ace Metrix Proprietary & Confidential

Agenda

1. Methodology & Super Bowl by the Numbers

2. Best & Worst

3. Brand Spotlight

4. Social Distortion

5. Brand Showdowns

6. Patriotism & Inspiration

7. Automotive

8. Celebrities

9. Funny


Methodology Primer

• Ace Score ranges from 1-950• Ace Score comprised of

Persuasion and Watchability• Persuasion comprised of

Attention, Likeability, Information, Change, Desire & Relevance

• All scores presented against rolling 90 day category norms

• 500+ respondents for every ad• Sample weighted against US

Census for Age, Gender, Income• 14 day lockout to eliminate

professional test takers• Compensation/incentives differ

across panel providers

Scoring Survey Sample• Every survey is exactly the same• Up to six ads in a “flight”• Both ads & questions are

randomized• Respondents use a slider on a

100 point scale• Verbatim question is optional but

gets ~55% participation• Ads scored as close to debut as

possible


2014 Was the Most Effective SB in Recent Years

• Avg. Ace Score was 575 -- up +23 pts. compared to each of the past two years

• Both the floor and the ceiling were raised:

• Max: 710 (Microsoft) – 2nd highest score in our database

• Min: 432 (GoDaddy) – +70 pts. higher than last year’s min. (Calvin Klein)

• Encompasses whistle-to-whistle coverage of 53 ads this year


Humor is the Go-To, But Kids & Babies = Effective

576

560

584

590

574

536

• Humor was used in nearly 2/3’s of all ads – consistent with the average over the past 5 yrs.

• The avg. Ace Score among humorous ads (574) was no more effective than the overall avg. (575)

• Ads with kids and babies led the league: 590 avg.

• Celebrity and Sexy under-performed


LOL? – Not Like You Usually Do

• Super Bowl ads in 2014 were 19% less funny than in 2013

• And 10% less funny than the four-year average

• But they’re still pretty funny – the average ad is indexed to 100

• Brands used a safer approach to humor this year, vying for the relatable chuckle rather than polarizing risks


Does It Feel Like the Ads Are Getting Longer?

• 42% of this year’s ads were 60 seconds or longer, up from ~30% each of the past 2 years

• The average Emotional Sentiment Index was 53 in 2014, up from 43 in 2013

• Longer ads tend to score higher – contributing to this year’s increase in overall ad effectiveness


Top Dogs of Recent Super Bowls

2011

662

2013

665

2014

710

2012

671

2010

626

Highest Scoring Ads of the Game

The Best


Top Ace Scores


#1 Microsoft- “Empowering”


#2 Budweiser- “Puppy Love”

#2 - Tied with Hyundai’s “Dad’s Sixth Sense”


Clydesdale Power

Feature Role

Cameo Feature Role

Feature Role

Feature Role

Cameo Cameo


Towering Emotional Connection


#2 Hyundai “Dad’s Sixth Sense”

#2 - Tied with Budweiser’s Puppy Love


#4 RadioShack- “Good Bye 80s”


#5 Budweiser- “Hero’s Welcome”


#6 Doritos- “Cowboy Kid”


2014 2013 2012

Doritos- America May Have Voted but We Predicted the Winners


#7 Heinz- “Happy and You Know It”


#8 M&M’s “Delivery”


#9 Toyota- “Joy Ride”


#10 Jaguar “Rendezvous”

TMobile

Brand Spotlight


Tebow Twosome


T-Mobile Text One

Social Distortion


Cheerios- “Gracie”


Coke- “America”


GoldieBlox- “Bring The Toys”


GoldieBlox Longform- “Princess Machine”

Lowest Scoring Ads of the Game

The Worst


GoDaddy.com- “Bodybuilder”


GoDaddy “I Quit”


Squarespace “A Better Web Awaits”


Context is Key for Bud Light’s “Epic Night”


Bud Light- “Epic Night Continued”

Brand Showdowns


Microsoft’s Almost Competition


Dannon Oikos vs. Chobani


M&Ms vs. Butterfinger


Beats Music vs. GoPro

Patriotism & Inspiration


Spots Looked to Inspire America

• Heroes/Inspiration/Patriotism was a powerful force

• Those tags produced an average score of 584 vs. 575 and ESI of 62 vs. 53

Contact: Toula Thomas for an Automotive Bowl

[email protected]

Automotive


Automotive Tops In Ad Volume


Chrysler- “Made Here”


Maserati “Fire”


Volkswagen- “Wings”

Celebrities


Celebrities Consistently Underperform in Super Bowl

Year Average Celeb Average Difference

2014 575 560 -15

2013 552 527 -25

2012 552 546 -6

2011 548 527 -21

2010 515 468 -47

• Clever and creative use of celebrities in advertisements can be effective given the right context

• Celebrities are often polarizing - even within demographic targets

• Celebrity ads scored lower on key dimensions of “Relevance,” “Desire,” and “Information”— key elements of ad persuasion


Top Funny Ads

Top and Bottom Scores by Component


Attention Top and Bottom

“It Got My Attention”Top Bottom

Brand Ad Title Attention

Budweiser (SB 14) Puppy Love 833Budweiser (SB 14) Hero's Welcome 787

Toyota (SB 14) Joy Ride 776Microsoft Corporate Promotions (SB 14) Empowering 770

Radio Shack (SB 14) Good Bye '80s 760Chobani (SB 14) Bear 759Jaguar (SB 14) Rendezvous 754Doritos (SB 14) Cowboy Kid 750

Volkswagen (SB 14) Wings 743Audi (SB 14) Doberhuahua 738

Brand Ad Title Attention

Jeep (SB 14) Restless 638Axe Deodorant (SB 14) Peace :30 637

T-Mobile Wireless (SB 14) Breakup 636GoDaddy.com (SB 14) Bodybuilder 627

GoldieBlox (SB 14) Bring The Toys 621Carmax (SB 14) Slow Clap :30 611

Bud Light (SB 14) Epic Night 605Wonderful Pistachios (SB 14) Stephen Colbert Part 1 603

GoDaddy.com (SB 14) I Quit 588Sprint (SB 14) The Framily Plan 584


Likeability Top and Bottom

“I like this ad”Top Bottom

Brand Ad Title Likeability

Budweiser (SB 14) Puppy Love 821Budweiser (SB 14) Hero's Welcome 781

Microsoft Corporate Promotions (SB 14) Empowering 777Toyota (SB 14) Joy Ride 758

Radio Shack (SB 14) Good Bye '80s 742Doritos (SB 14) Cowboy Kid 737

Hyundai Luxury Auto (SB 14) Dad's Sixth Sense 734Doritos (SB 14) Time Machine 723M&M's (SB 14) Delivery 716Jaguar (SB 14) Rendezvous 715

Brand Ad Title Likeability

Wonderful Pistachios (SB 14) Stephen Colbert Part 1 594Axe Deodorant (SB 14) Peace :30 588

Sprint (SB 14) The Framily Plan 583Carmax (SB 14) Slow Clap :30 574

GoldieBlox (SB 14) Bring The Toys 572Maserati (SB 14) Fire 569Bud Light (SB 14) Epic Night 565

GoDaddy.com (SB 14) I Quit 560Squarespace (SB 14) A Better Web Awaits 553

GoDaddy.com (SB 14) Bodybuilder 522


Information Top and Bottom

“I learned something”Top Bottom

Brand Ad Title Information

Microsoft Corporate Promotions (SB 14) Empowering 721Hyundai Luxury Auto (SB 14) Dad's Sixth Sense 687

T-Mobile Wireless (SB 14) Breakup 658WeatherTech (SB 14) You Can't Do That 651Radio Shack (SB 14) Good Bye '80s 648

Subway (SB 14) Fritos On Top 644Sonos (SB 14) Fill Your Home 641

Chevrolet (SB 14) Life 639Beats Audio (SB 14) The Right Music :60 633Budweiser (SB 14) Hero's Welcome 628

Brand Ad Title Information

H&M (SB 14) Uncovered 511Audi (SB 14) Doberhuahua 507Pepsi (SB 14) Get Hyped For Halftime 506

GoldieBlox (SB 14) Bring The Toys 506Wonderful Pistachios (SB 14) Stephen Colbert Part 1 502

Carmax (SB 14) Slow Clap :30 485Wonderful Pistachios (SB 14) Stephen Colbert Part 2 477

Bud Light (SB 14) Epic Night 469Bud Light (SB 14) Epic Night Continued 467



Desire Top and Bottom

“I want that!”

Brand Ad Title Desire

M&M's (SB 14) Delivery 679Microsoft Corporate Promotions (SB 14) Empowering 678

Jaguar (SB 14) Rendezvous 663Doritos (SB 14) Cowboy Kid 662

Hyundai Luxury Auto (SB 14) Dad's Sixth Sense 657Heinz (SB 14) Happy and You Know It 654Sonos (SB 14) Fill Your Home 651

Doritos (SB 14) Time Machine 646Budweiser (SB 14) Hero's Welcome 634Budweiser (SB 14) Puppy Love 631

Brand Ad Title Desire

H&M (SB 14) Uncovered 519Bud Light (SB 14) Epic Night Continued 511Carmax (SB 14) Slow Clap :30 504

Axe Deodorant (SB 14) Peace :30 495Sprint (SB 14) The Framily Plan 493

Bud Light (SB 14) Epic Night 477GoDaddy.com (SB 14) I Quit 475Squarespace (SB 14) A Better Web Awaits 456GoldieBlox (SB 14) Bring The Toys 436


Top Bottom


Relevance Top and Bottom

“I can relate to its message”Top Bottom

Brand Ad Title Relevance

Microsoft Corporate Promotions (SB 14) Empowering 676Budweiser (SB 14) Puppy Love 676

Heinz (SB 14) Happy and You Know It 667Budweiser (SB 14) Hero's Welcome 661

Radio Shack (SB 14) Good Bye '80s 656Hyundai Luxury Auto (SB 14) Dad's Sixth Sense 655

Doritos (SB 14) Cowboy Kid 645Chrysler (SB 14) Made Here 642

Coca-Cola (SB 14) America 637Honda (SB 14) Hug Fest 632

Brand Ad Title Relevance

Bank of America Banking (SB 14) U2 Invisible 526Carmax (SB 14) Slow Clap :30 518GoPro (SB 14) Red Bull Stratos 513

Wonderful Pistachios (SB 14) Stephen Colbert Part 2 512H&M (SB 14) Uncovered 499

Maserati (SB 14) Fire 488Bud Light (SB 14) Epic Night 480

GoldieBlox (SB 14) Bring The Toys 477Bud Light (SB 14) Epic Night Continued 475



Change Top and Bottom

“I sense this company is moving in a new direction”Top Bottom

Brand Ad Title Change

Radio Shack (SB 14) Good Bye '80s 739Microsoft Corporate Promotions (SB 14) Empowering 738

Hyundai Luxury Auto (SB 14) Dad's Sixth Sense 715Kia (SB 14) The Truth 693

Budweiser (SB 14) Hero's Welcome 687Jaguar (SB 14) Rendezvous 682

WeatherTech (SB 14) You Can't Do That 674Chrysler (SB 14) Made Here 666

Sonos (SB 14) Fill Your Home 664Budweiser (SB 14) Puppy Love 663

Brand Ad Title Change

Wonderful Pistachios (SB 14) Stephen Colbert Part 2 582Bank of America Banking (SB 14) U2 Invisible 580

GoldieBlox (SB 14) Bring The Toys 566GoDaddy.com (SB 14) I Quit 561

Carmax (SB 14) Slow Clap :30 561Squarespace (SB 14) A Better Web Awaits 558

Bud Light (SB 14) Epic Night Continued 555Wonderful Pistachios (SB 14) Stephen Colbert Part 1 554

Bud Light (SB 14) Epic Night 539GoDaddy.com (SB 14) Bodybuilder 529

[email protected]

Post-Game Huddle - A look at 2014 Super Bowl advertising

Marketing

Transcript of Post-Game Huddle - A look at 2014 Super Bowl advertising