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Tremendous Bowl advertisements aren’t low-cost, with 30 seconds of display time costing a mean of $7 million. That’s why effectiveness is so essential for advertisers who hedge their bets on the Large Sport.
Although the Kansas Metropolis Chiefs may need clinched Tremendous Bowl LVIII victory towards the San Francisco 49ers in a nail-biting finale, the true winners off the pitch embody Reserving.com, Reese’s and X.
ADWEEK has crunched the information to unpack the effectiveness of this yr’s Tremendous Bowl inventive, primarily based on advert testing information from Kantar and System1 to find out what advertisements ranked highest throughout totally different classes, from model constructing to fan favourite.
The methodology
Publish-match, Kantar examined 66 nationwide Tremendous Bowl advertisements utilizing its Hyperlink AI device, which predicts inventive effectiveness. The know-how ranks advertisements throughout three classes: impression, enjoyment and model fairness, to find out a rating out of 100. Prime-tier manufacturers are named as these scoring within the higher 30% throughout two or extra of those KPIs.
Elsewhere, System1 used viewers response to check advertisements towards “4 Cs”: characters, celebrities, cultural references and comedy. Every advert was assigned a rating between 1 and 5.9 stars, with spots that fostered optimistic feelings (equivalent to happiness and shock) scoring larger on the size.
Preserve scrolling to see which manufacturers scored a landing in 2024.
1. Reserving.com was Kantar’s only advert
Kantar topped Reserving.com’s star-studded spot as its high performer.
The “Guide Whoever You Need To Be” spot featured actor, producer and author Tina Fey adopting totally different personalities—with assist from Shut and former 30 Rock co-stars Jane Krakowski and Jack McBrayer—to match the thousands and thousands of inns, trip leases and locations obtainable on Reserving.com’s platform.
Reserving.com’s Large Sport providing scored 91 for impression, 88 for enjoyment and 89 for its probability to drive model fairness within the long-term.
2. Reese’s, Doritos and Popeyes additionally drive long-term development
