Tuesday, January 24, 2012

How Super is the Super Bowl?



It turns out that not all TV programs are right for all brands –even if it happens to be the Super Bowl. Our 10th annual Super Bowl Engagement Survey shows that when it comes to winning, only half of this year’s Super Bowl XLIV’s advertisers will get real returns on their sizeable investments.


The Super Bowl has long been a showcase of ‘creative’ advertising and ‘big’ audiences. But ultimately all advertising should be judged by how well it performs off the field. Does the ad engage customers, drive positive behavior, sales, and build the brand? Awareness is what you get for your money in a game known as much for the payers as it is for the players, as people go for a nacho run during the game, so as not to miss the ads.


This flattening of the playing field has not been lost on advertisers, who increasingly have moved to create up-front buzz for their ads, knowing their ads will get noticed—along with everyone else’s. Volkswagen is a case in point, trading on the memory of last year’s Super Bowl gem of an ad where a little boy, dressed as Darth Vader, believes he has started a car using the force. This year’s “ad-for-the-ad” treats us to a choir of dogs barking the Star Wars theme, our first clue that the brand will trade heavy on whatever entertainment equity is left from last year’s belly laugh.


It’s easy to understand with all the proliferation of advertising (just in: they are putting ads on bananas) a brand feels it must entertain the audience to even get them to stop. And that’s a fact. No one can respond to a message they don’t see. But on that special Sunday, when attention is given to all, what remains is not what ad made us laugh hardest or brought a tear to our eye, but which ads moved us closer to the brand sending the message. That is a lot harder to do than borrow from a landmark film, a cute kid and puppies.


This year’s Brand Keys Super Bowl Engagement Survey was conducted three weeks before game-day, polling a national sample of 1,500 men and women, 18 to 65 years of age, who indicated that they were going to watch Super Bowl XLVI. The research examined the brands reported in industry publications as Super Bowl advertisers and determined to what degree brand values were affected by the Super Bowl venue. Advertisers are classified as “winners” (+5 brand equity points), “losers” (-5 or more brand equity points), or “tied” (brand values were left unaffected by the Super Bowl setting), with results as follows:


Winners


Losers

Ties

Doritos (+13)


Kia (-5)

Chrysler (-0-)

Hyundai (+12)


Dannon (-6)

Honda (-0-)

Cars.com (+10)


Teleflora (-6)

Bud Light Platinum (-0-)

Audi (+9)


Best Buy (-7)

NBC ‘The Voice’ (-0-)

Coke (+8)


Century 21 (-8)

GM (-0-)

Pepsi (+7)


Budweiser (-9)

Volkswagen (-0-)

GoDaddy.com (+6)




M&Ms (+6)




CareerBuilder (+5)




Skechers (+5)




Toyota (+5)





The Super Bowl Engagement Survey, like the Brand Keys Customer Loyalty Engagement Index predictively measures respondents’ true reactions to brands with the context of the medium. Results correlate highly with consumer behavior, and have been validated as reliable predictors of future brand purchase. Think of it as identifying how the media reinforces – or in some cases even degrades – brand values. A minimum of five brand equity points added to your brand’s absent-of-media-or-advertising score ensures you’re a winner and get a real return on a very expensive investment.


The final score: brand engagement is vastly different from being watched, entertaining folks, or being talked about. A laugh, a sigh, or a tweet aren’t really acceptable returns on an investment this size. And being able to judge that before you sign the check is the real definition of a winner.



TwitThis

Share on Facebook

No comments: