Super Bowl XLVIII
2014 Post Game Huddle
FEBRUARY 2014
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Agenda
1. Methodology & Super Bowl by the Numbers
2. Best & Worst
3. Brand Spotlight
4. Social Distortion
5. Brand Showdowns
6. Patriotism & Inspiration
7. Automotive
8. Celebrities
9. Funny
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Methodology Primer
• Ace Score ranges from 1-950• Ace Score comprised of
Persuasion and Watchability• Persuasion comprised of
Attention, Likeability, Information, Change, Desire & Relevance
• All scores presented against rolling 90 day category norms
• 500+ respondents for every ad• Sample weighted against US
Census for Age, Gender, Income• 14 day lockout to eliminate
professional test takers• Compensation/incentives differ
across panel providers
Scoring Survey Sample• Every survey is exactly the same• Up to six ads in a “flight”• Both ads & questions are
randomized• Respondents use a slider on a
100 point scale• Verbatim question is optional but
gets ~55% participation• Ads scored as close to debut as
possible
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2014 Was the Most Effective SB in Recent Years
• Avg. Ace Score was 575 -- up +23 pts. compared to each of the past two years
• Both the floor and the ceiling were raised:
• Max: 710 (Microsoft) – 2nd highest score in our database
• Min: 432 (GoDaddy) – +70 pts. higher than last year’s min. (Calvin Klein)
• Encompasses whistle-to-whistle coverage of 53 ads this year
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Humor is the Go-To, But Kids & Babies = Effective
576
560
584
590
574
536
• Humor was used in nearly 2/3’s of all ads – consistent with the average over the past 5 yrs.
• The avg. Ace Score among humorous ads (574) was no more effective than the overall avg. (575)
• Ads with kids and babies led the league: 590 avg.
• Celebrity and Sexy under-performed
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LOL? – Not Like You Usually Do
• Super Bowl ads in 2014 were 19% less funny than in 2013
• And 10% less funny than the four-year average
• But they’re still pretty funny – the average ad is indexed to 100
• Brands used a safer approach to humor this year, vying for the relatable chuckle rather than polarizing risks
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Does It Feel Like the Ads Are Getting Longer?
• 42% of this year’s ads were 60 seconds or longer, up from ~30% each of the past 2 years
• The average Emotional Sentiment Index was 53 in 2014, up from 43 in 2013
• Longer ads tend to score higher – contributing to this year’s increase in overall ad effectiveness
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Top Dogs of Recent Super Bowls
2011
662
2013
665
2014
710
2012
671
2010
626
Highest Scoring Ads of the Game
The Best
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Top Ace Scores
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#1 Microsoft- “Empowering”
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#2 Budweiser- “Puppy Love”
#2 - Tied with Hyundai’s “Dad’s Sixth Sense”
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#2 Budweiser- “Puppy Love”
#2 - Tied with Hyundai’s “Dad’s Sixth Sense”
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Clydesdale Power
Feature Role
Cameo Feature Role
Feature Role
Feature Role
Cameo Cameo
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Towering Emotional Connection
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#2 Hyundai “Dad’s Sixth Sense”
#2 - Tied with Budweiser’s Puppy Love
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#4 RadioShack- “Good Bye 80s”
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#5 Budweiser- “Hero’s Welcome”
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#6 Doritos- “Cowboy Kid”
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2014 2013 2012
Doritos- America May Have Voted but We Predicted the Winners
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#7 Heinz- “Happy and You Know It”
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#8 M&M’s “Delivery”
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#9 Toyota- “Joy Ride”
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#10 Jaguar “Rendezvous”
TMobile
Brand Spotlight
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Tebow Twosome
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T-Mobile Text One
Social Distortion
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Cheerios- “Gracie”
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Coke- “America”
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GoldieBlox- “Bring The Toys”
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GoldieBlox Longform- “Princess Machine”
Lowest Scoring Ads of the Game
The Worst
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GoDaddy.com- “Bodybuilder”
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GoDaddy “I Quit”
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Squarespace “A Better Web Awaits”
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Context is Key for Bud Light’s “Epic Night”
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Bud Light- “Epic Night Continued”
Brand Showdowns
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Microsoft’s Almost Competition
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Microsoft’s Almost Competition
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Dannon Oikos vs. Chobani
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Dannon Oikos vs. Chobani
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M&Ms vs. Butterfinger
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M&Ms vs. Butterfinger
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Beats Music vs. GoPro
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Beats Music vs. GoPro
Patriotism & Inspiration
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Spots Looked to Inspire America
• Heroes/Inspiration/Patriotism was a powerful force
• Those tags produced an average score of 584 vs. 575 and ESI of 62 vs. 53
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Automotive Tops In Ad Volume
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Chrysler- “Made Here”
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Maserati “Fire”
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Volkswagen- “Wings”
Celebrities
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Celebrities Consistently Underperform in Super Bowl
Year Average Celeb Average Difference
2014 575 560 -15
2013 552 527 -25
2012 552 546 -6
2011 548 527 -21
2010 515 468 -47
• Clever and creative use of celebrities in advertisements can be effective given the right context
• Celebrities are often polarizing - even within demographic targets
• Celebrity ads scored lower on key dimensions of “Relevance,” “Desire,” and “Information”— key elements of ad persuasion
Funny
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Top Funny Ads
Top and Bottom Scores by Component
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Attention Top and Bottom
“It Got My Attention”Top Bottom
Brand Ad Title Attention
Budweiser (SB 14) Puppy Love 833Budweiser (SB 14) Hero's Welcome 787
Toyota (SB 14) Joy Ride 776Microsoft Corporate Promotions (SB 14) Empowering 770
Radio Shack (SB 14) Good Bye '80s 760Chobani (SB 14) Bear 759Jaguar (SB 14) Rendezvous 754Doritos (SB 14) Cowboy Kid 750
Volkswagen (SB 14) Wings 743Audi (SB 14) Doberhuahua 738
Brand Ad Title Attention
Jeep (SB 14) Restless 638Axe Deodorant (SB 14) Peace :30 637
T-Mobile Wireless (SB 14) Breakup 636GoDaddy.com (SB 14) Bodybuilder 627
GoldieBlox (SB 14) Bring The Toys 621Carmax (SB 14) Slow Clap :30 611
Bud Light (SB 14) Epic Night 605Wonderful Pistachios (SB 14) Stephen Colbert Part 1 603
GoDaddy.com (SB 14) I Quit 588Sprint (SB 14) The Framily Plan 584
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Likeability Top and Bottom
“I like this ad”Top Bottom
Brand Ad Title Likeability
Budweiser (SB 14) Puppy Love 821Budweiser (SB 14) Hero's Welcome 781
Microsoft Corporate Promotions (SB 14) Empowering 777Toyota (SB 14) Joy Ride 758
Radio Shack (SB 14) Good Bye '80s 742Doritos (SB 14) Cowboy Kid 737
Hyundai Luxury Auto (SB 14) Dad's Sixth Sense 734Doritos (SB 14) Time Machine 723M&M's (SB 14) Delivery 716Jaguar (SB 14) Rendezvous 715
Brand Ad Title Likeability
Wonderful Pistachios (SB 14) Stephen Colbert Part 1 594Axe Deodorant (SB 14) Peace :30 588
Sprint (SB 14) The Framily Plan 583Carmax (SB 14) Slow Clap :30 574
GoldieBlox (SB 14) Bring The Toys 572Maserati (SB 14) Fire 569Bud Light (SB 14) Epic Night 565
GoDaddy.com (SB 14) I Quit 560Squarespace (SB 14) A Better Web Awaits 553
GoDaddy.com (SB 14) Bodybuilder 522
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Information Top and Bottom
“I learned something”Top Bottom
Brand Ad Title Information
Microsoft Corporate Promotions (SB 14) Empowering 721Hyundai Luxury Auto (SB 14) Dad's Sixth Sense 687
T-Mobile Wireless (SB 14) Breakup 658WeatherTech (SB 14) You Can't Do That 651Radio Shack (SB 14) Good Bye '80s 648
Subway (SB 14) Fritos On Top 644Sonos (SB 14) Fill Your Home 641
Chevrolet (SB 14) Life 639Beats Audio (SB 14) The Right Music :60 633Budweiser (SB 14) Hero's Welcome 628
Brand Ad Title Information
H&M (SB 14) Uncovered 511Audi (SB 14) Doberhuahua 507Pepsi (SB 14) Get Hyped For Halftime 506
GoldieBlox (SB 14) Bring The Toys 506Wonderful Pistachios (SB 14) Stephen Colbert Part 1 502
Carmax (SB 14) Slow Clap :30 485Wonderful Pistachios (SB 14) Stephen Colbert Part 2 477
Bud Light (SB 14) Epic Night 469Bud Light (SB 14) Epic Night Continued 467
GoDaddy.com (SB 14) Bodybuilder 467
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Desire Top and Bottom
“I want that!”
Brand Ad Title Desire
M&M's (SB 14) Delivery 679Microsoft Corporate Promotions (SB 14) Empowering 678
Jaguar (SB 14) Rendezvous 663Doritos (SB 14) Cowboy Kid 662
Hyundai Luxury Auto (SB 14) Dad's Sixth Sense 657Heinz (SB 14) Happy and You Know It 654Sonos (SB 14) Fill Your Home 651
Doritos (SB 14) Time Machine 646Budweiser (SB 14) Hero's Welcome 634Budweiser (SB 14) Puppy Love 631
Brand Ad Title Desire
H&M (SB 14) Uncovered 519Bud Light (SB 14) Epic Night Continued 511Carmax (SB 14) Slow Clap :30 504
Axe Deodorant (SB 14) Peace :30 495Sprint (SB 14) The Framily Plan 493
Bud Light (SB 14) Epic Night 477GoDaddy.com (SB 14) I Quit 475Squarespace (SB 14) A Better Web Awaits 456GoldieBlox (SB 14) Bring The Toys 436
GoDaddy.com (SB 14) Bodybuilder 423
Top Bottom
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Relevance Top and Bottom
“I can relate to its message”Top Bottom
Brand Ad Title Relevance
Microsoft Corporate Promotions (SB 14) Empowering 676Budweiser (SB 14) Puppy Love 676
Heinz (SB 14) Happy and You Know It 667Budweiser (SB 14) Hero's Welcome 661
Radio Shack (SB 14) Good Bye '80s 656Hyundai Luxury Auto (SB 14) Dad's Sixth Sense 655
Doritos (SB 14) Cowboy Kid 645Chrysler (SB 14) Made Here 642
Coca-Cola (SB 14) America 637Honda (SB 14) Hug Fest 632
Brand Ad Title Relevance
Bank of America Banking (SB 14) U2 Invisible 526Carmax (SB 14) Slow Clap :30 518GoPro (SB 14) Red Bull Stratos 513
Wonderful Pistachios (SB 14) Stephen Colbert Part 2 512H&M (SB 14) Uncovered 499
Maserati (SB 14) Fire 488Bud Light (SB 14) Epic Night 480
GoldieBlox (SB 14) Bring The Toys 477Bud Light (SB 14) Epic Night Continued 475
GoDaddy.com (SB 14) Bodybuilder 427
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Change Top and Bottom
“I sense this company is moving in a new direction”Top Bottom
Brand Ad Title Change
Radio Shack (SB 14) Good Bye '80s 739Microsoft Corporate Promotions (SB 14) Empowering 738
Hyundai Luxury Auto (SB 14) Dad's Sixth Sense 715Kia (SB 14) The Truth 693
Budweiser (SB 14) Hero's Welcome 687Jaguar (SB 14) Rendezvous 682
WeatherTech (SB 14) You Can't Do That 674Chrysler (SB 14) Made Here 666
Sonos (SB 14) Fill Your Home 664Budweiser (SB 14) Puppy Love 663
Brand Ad Title Change
Wonderful Pistachios (SB 14) Stephen Colbert Part 2 582Bank of America Banking (SB 14) U2 Invisible 580
GoldieBlox (SB 14) Bring The Toys 566GoDaddy.com (SB 14) I Quit 561
Carmax (SB 14) Slow Clap :30 561Squarespace (SB 14) A Better Web Awaits 558
Bud Light (SB 14) Epic Night Continued 555Wonderful Pistachios (SB 14) Stephen Colbert Part 1 554
Bud Light (SB 14) Epic Night 539GoDaddy.com (SB 14) Bodybuilder 529