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Extreme Reach Super Bowl 49 Brand Effectiveness Study

The document presents a study on the effectiveness of national advertisements aired during the 2015 Super Bowl, analyzing responses from over 46,000 viewers to determine brand lift based on likelihood of purchase. Findings highlight the top brands, with 'Furious 7' leading at a 23.43% increase in purchase likelihood, and an overall average brand effectiveness increase of +6.87%. Additionally, the study notes variations in brand performance across demographic segments, revealing insights into targeted advertising effectiveness.

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5 04 0 4 03 0 3 0 Brand Effectiveness Study SU PER B WL X l 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 effective 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. SU PER B WL X l X February 2015 | Final Results
5 04 0 4 03 0 3 0 Abstract Objective Extreme Reach conducted this study to determine the effectiveness 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). Methodology The 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 effectiveness 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. Findings The percentage change in likelihood to purchase the advertised products and services, among the exposed group, ranged from -3.30% to 23.40%. SU PER B WL X l 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 10 Most Effective Brands (by Brand Lift) Measured by percentage increase in likelihood to purchase 23.43% Furious 7 21.49% Chevrolet 20.05% Squarespace 19.28% Pitch Perfect 2 18.52% Ted 2 18.14% Minions 16.59% Fifty Shades of Grey 12.70% Bud Light WeatherTech 11.59% 12.53% Loctite SU PER B WL X l X February 2015 | Final Results
5 04 0 4 03 0 3 0 Average Brand Effectiveness Measured by percentage increase in likelihood to purchase (brand lift) +6.87% SU PER B WL X l 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 EffectivenessFurious7 Chevrolet PitchPerfect2 Ted2 Minions FiftyShadesofGrey BudLight Loctite Squarespace WeatherTech Budweiser Dove TerminatorGenisys Always McDonald's Geico Doritos Sprint Dodge Microsoft Skechers AvocadosfromMexico TurboTax Jublia Discover JurassicWorld Kia Snickers Tomorrowland Coca-Cola Fiat Spongebob Mophie T-Mobile Skittles Mercedes-Benz Pepsi WeightWatchers CarnivalCruiseLines Nationwide Jeep Toyota GoDaddy ClashofClans VictoriaSecret Nissan Wix.com HeroesCharge Esurance BMW GameofWar Lexus SU PER B WL X l X February 2015 | Final Results Average across all audience segments
5 04 0 4 03 0 3 0 Brand Effectiveness by Gender FEMALE Measured by percentage increase in likelihood to purchase +7.30%MALE +6.26% SU PER B WL X l X February 2015 | Final Results
5 04 0 4 03 0 3 0 0% 4% 2% 6% 8% Brand Effectiveness by Income Measured by percentage increase in likelihood to purchase 7.71% 0-50k 5.53% 50k-100k 100k + 6.68% SU PER B WL X l X February 2015 | Final Results Income is shown in aggregate across age/gender
5 04 0 4 03 0 3 0 SU PER B WL X l 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 Carnival Cruise Lines Clash of Clans 3.27% 2.91% 1.66% Mophie February 2015 | Final Results TOP 10 First-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 Effectiveness by Vertical SU PER B WL X l 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 SU PER B WL X l X February 2015 | Final Results Audience Matters The 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 Brands BMW significantly outperformed both Mercedes-Benz and Lexus with audiences in the highest income bracket. Mobile Games Clash 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 Reach Extreme 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 offices in 15 cities across North America. For more details on the study, please contact Extreme Reach at info@extremereach.com. SU PER B WL X l X February 2015 | Final Results