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Brand E�ectiveness Study

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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.

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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%.

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* 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%.

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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

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Average Brand E�ectivenessMeasured by percentage increase in likelihood to purchase (brand lift)

+6.87%

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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

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Average across all audience segments

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Brand E�ectiveness by Gender

FEMALE

Measured by percentage increase in likelihood to purchase

+7.30%MALE

+6.26%

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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%

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Income is shown in aggregate across age/gender

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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

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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

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Brand E�ectiveness by Vertical

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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

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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%

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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.

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