As the organization has done seven years running, Brand Keys is out with their latest Super Bowl Engagement Survey, a study which predicts which brands are likely to see the highest returns on their Super Bowl advertising endeavors.
Conducted among 1,500 men and women ages 18 to 65 who said they will be watching the game, the study found Denny’s, Hyundai and Budweiser are likely to see the greatest return.
Explaining the rationale behind the study, Brand Keys Founder and President said, “Day-after creative reviews are always interesting. There’s a high ‘Water Cooler Effect’. But advertisers should remember that ‘buzz’ comes in two frequencies: positive and negative. ‘Wasn’t that terrible?’ and ‘What were they trying to say?’ were never phrases that appeared in the strategic or creative brief,”
Hmm.
So…basically this is a study of people’s existing perceptions and level of fan boy love for a brand and nothing to do with one-off, $3 million dollar creative orgasms.
Or, it’s a pretty good indicator of which brands should just give it up and stop trying to foist the same old crap on us year after year. We’re looking at you, GoDaddy.
Advertiser “Super Bowl” R.O.E
Budweiser +8
Bud Light +6
Audi +6
Bridgestone Firestone +5
CareerBuilder +6
Cars.com -3
Coke +2
Denny’s +9
DreamWorks (Monsters vs. Aliens) +5
E*Trade -2
Frito-Lay +7
Go Daddy.com -3
Hyundai +9
Monster +4
Pedigree -2
Pepsi +1
Teleflora -3
Universal Pictures (Land of the Lost) +4
