Welcome to a Super Bowl edition of #SundayMusings! With some skin in the game for the second year in a row, the nerves are a little shot, as the Seattle Seahawks look to become the first team in a decade to win two Super Bowls in a row. Ironically, the last team to do so is their opponent later today, the New England Patriots.
Let’s take a look at the top Super Bowl-related stories that have caught my attention over the past few weeks in branding and advertising. Next weekend will be our third annual Super Bowl ad review, an article I have thoroughly enjoyed writing the first two times around! With that in mind, I’m trying to avoid picking articles that have highlighted some of the early newsmaking ads.
#1 – “Only 46% of Super Bowl Advertisers Will Score Consumer Engagement” – via AdWeek.com
Premise: A $4.5 million dollar ad spend will get you less than 50% of your audience’s engagement, according to Brand Keys 13th Annual Super Bowl Ad Engagement survey. Interviewing 2,705 people that intend to watch the Super Bowl the projected big winners include the likes of Super Bowl regulars like Doritos, GoDaddy, and others such as Skittles. Two of the bigger brands to annually invest in Super Bowl ads – McDonald’s and Budweiser – don’t score well on building engagement.
Thoughts: Interesting “copy testing” like research ahead of the Super Bowl. You have to wonder how deflating it is to spend all of this money and hear news like this about a negatively received ad before it even airs later today. Here’s the link to the PDF directly from Brand Keys and the article from AdWeek includes a matrix that measures Engagement and Entertainment across the brand’s ads. [Read more…]