Reese’s frenetic however enjoyable “Sure” marketing campaign took second place in Kantar’s Tremendous Bowl LVIII league desk, with an impression rating of 86 and an enjoyment score of 76, its model fairness score was 73.
Squarespace’s “Hi there Down There” accomplished the highest three, with Toyota and Doritos’ efforts taking the respective fifth and sixth slots.
3. Michelob Extremely and Lionel Messi struck a observe with followers
System1’s star score components predicts long-term model development primarily based on an advert’s inventive high quality, measuring peoples’ emotional responses to every advert.
Michelob Extremely’s ninth consecutive Tremendous Bowl look, “Superior Seaside,” which featured soccer legend Lionel Messi, actor Jason Sudeikis and NFL Corridor of Fame quarterback Dan Marino having fun with a day on the seaside, took high marks from viewers.
The advert acquired a whopping 4.8 stars when it got here to viewers reactions.
In Kantar’s rankings, the spot positioned at quantity 10. Right here, it positioned excessive for enjoyment with a rating of 82. Nevertheless, by way of its means to develop model fairness, Kantar’s predictive tech ranked it on the decrease finish of the size with a tally of simply 30.
Again to System1’s scores, Reese’s took second place as soon as extra with 4.7 stars, whereas Hellmann’s battle towards meals waste fronted by Kate McKinnon, Mayo Cat and Pete Davidson clocked in at quantity three with 4.5 stars.
These aren’t unhealthy scores in any respect contemplating this yr’s cohort of Tremendous Bowl sports activities averaged 2.7 stars; a drop on 2023’s 2.9-star common. No advertisements this yr scored 5 stars with the general public.
4. Kantar and System1’s information exhibits there’s nobody blueprint for effectiveness
Even in a low-scoring yr, System1’s high three advertisements took very numerous approaches to inventive effectiveness.
MVP Michelob’s straightforward, summery vibe resonated with audiences, whereas Reese’s riotous slapstick advert, confirmed you don’t have to make use of celebrities to make an impression. Elsewhere Hellmann’s “Mayo Cat” parodied immediate stardom whereas making a critical level about meals waste.
As the value of media slots continues to rise, extra advertisers depend on stars to make their funding work tougher, typically deploying a number of in the identical advert. However celebrities aren’t an immediate ticket to effectiveness.