S U PER B WL Xl X Brand Effectiveness Study February 2015 3 0 4 0 5 0 4 0 3 0 S U PER B WL Xl X 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. 3 0 4 0 5 0 4 0 3 0 S U PER B WL Xl X Abstract OBJECTIVE Extreme Reach conducted a 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 proprietary Extreme Reach platform and included 45,886 participants from around the United States. 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. FINDINGS The percentage change in likelihood to purchase the advertised products and services, among the exposed group, ranged from -4.51% to 26.18%. 3 0 4 0 5 0 4 0 3 0 S U PER B WL TOP 10 Xl X Most Effective Brands (by Brand Lift) Measured by percentage increase in likelihood to purchase 30% 26.18% 23.92% 20% 18.04% 17.97% 17.57% 16.48% 15.33% 14.09% 13.59% 11.40% 10% 0% us 7 Furio 3 0 rolet Chev space e r a u Sq 4 0 ns Minio t2 erfec P h c Pit 5 0 Ted 2 te Locti Bud 4 0 Light s hade S y t Fif Grey of t Sprin 3 0 S U PER B WL Xl X Average Brand Effectiveness Measured by percentage increase in likelihood to purchase (brand lift) +6.75% 3 0 4 0 5 0 4 0 3 0 -5% Furious 7 Chevrolet Squarespace Minions Pitch Perfect 2 Ted 2 Loctite Bud Light Fifty Shades of Grey Sprint Always WeatherTech Dove Budweiser Spongebob Dodge Terminator Genisys Doritos Avocados from Mexico Jublia Skechers Skittles McDonald's Geico Tomorrowland Snickers Weight Watchers Jurassic World Coca-Cola Discover Microsoft TurboTax Toyota Kia Pepsi T-Mobile Mophie Jeep Nationwide Carnival Cruise Lines Game of War 5% 0% Fiat GoDaddy Lexus Wix.com Clash of Clans Victoria’s Secret Nissan Esurance Heroes Charge Mercedes-Benz BMW S U PER B WL Xl X Brand Lift by All Advertisers Measured by percentage increase in likelihood to purchase 25% 20% 15% 10% 3 0 4 0 5 0 4 0 3 0 S U PER B WL Xl X Brand Effectiveness by Gender Measured by percentage increase in likelihood to purchase FEMALE +7.07% +6.26% MALE 3 0 4 0 5 0 4 0 3 0 S U PER B WL Xl X Brand Effectiveness by Income Measured by percentage increase in likelihood to purchase 8% 7.90% 7.15% 6% 5.23% 4% 2% 0% 3 0 0-50k 4 0 50k-100k 5 0 100k + 4 0 3 0 S U PER B WL Xl X Brand Lift by First-Time Advertisers Measured by percentage increase in likelihood to purchase 20% 15.33% 15% 11.03% 10% 10.24% 7.84% 7.60% 7.48% 6.18% 5% 2.27% 0% te Locti 3 0 ys Alwa 4 0 Dove ados o c o v A Mexic from 5 0 a Jubli es Skittl 4 0 ht Weig ers h Watc ie Moph 3 0 S U PER B WL Xl X Brand Effectiveness by Vertical Measured by percentage increase in likelihood to purchase Food & Beverage BRAND Automotive LIFT RANK Bud Light 14.09% 1 Budweiser 9.75% Doritos Financial Services BRAND LIFT RANK BRAND LIFT RANK Chevrolet 23.92% 1 GEICO 6.91% 1 2 Dodge 8.78% 2 Discover 4.59% 2 8.07% 3 Toyota 3.25% 3 TurboTax 3.36% 3 Avocados from Mexico 7.84% 4 Kia 3.11% 4 Nationwide 1.01% 4 Skittles 7.48% 5 Jeep 2.20% 5 Esurance -2.55% 5 Entertainment BRAND 3 0 Telecom & Technology LIFT RANK Furious 7 26.18% 1 Minions 17.97% Pitch Perfect 2 LIFT RANK Squarespace 18.04% 1 2 Sprint 11.39% 2 17.57% 3 Microsoft 4.37% 3 Ted 2 16.48% 4 T-Mobile 2.67% 4 Fifty Shades of Grey 13.59% 5 Mophie 2.27% 5 4 0 5 0 BRAND 4 0 3 0 S U PER B WL Xl X 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 [email protected]. 3 0 4 0 5 0 4 0 3 0