Actual execution by many of Super Bowl 50’s most anticipated
advertisers fell well short of consumer expectations, according to a recent
survey conducted by Accelerant Research. When surveyed the week prior to Super Bowl 50,
46% of Americans planning to watch the game expected to be highly entertained
by Budweiser advertising; however, after the game, only 29% of viewers found
that to be the case. Other big brands
that fell short this year were Amazon, (17 percentage point decline from pre to
post Super Bowl), Coca-Cola (17 point drop), Bud Light (13 point drop), and
Snickers (11 point drop). Among the advertisers with the highest expectations,
Doritos, was the only brand to meet pregame expectations.
Three advertisers were able to significantly improve low
pregame expectations. They included
Marmot (6 point increase), Hyundai (6 point increase), and Buick (6 point
increase).
Beyond the individual advertisers, after the game, consumers
were less enthusiastic about Super Bowl 50’s advertising, in general. Prior to the game, 28% of consumers reported
that they expected the commercials to be their favorite part of this year’s
game, while only 19% did so after the game.
Using its proprietary Agora USA consumer insights panel, Accelerant
Research conducted the Pre Super Bowl survey online during the week prior to
Super Bowl 50 among a demographically representative sample of 909 Americans
who planned to watch Super Bowl 50. The Post Super Bowl survey was conducted
online among a demographically identical sample of 540 Americans on the Monday after
Super Bowl 50.
For more information about this study, please contact
Accelerant Research at info@accelerantresearch.com.
