The average Super Bowl XLVIII television commercial increased the likelihood that a viewer would purchase that brand's products or services 6.6%, according to a recent report from BrandAds.
The analysis found male consumers' increase in likelihood to purchase was 13.3% greater than that of female consumers, and households with incomes of $0-$100K were 7.1x more influenced than households with incomes greater than $100K.
Younger viewers were most influence by the ads, with consumers under the age of 18 showing a 37.1% increase in likelihood to purchase after watching the broadcast. Those 45-54 were least influenced.
Below, additional key findings from the report, which was based on data from 37,440 consumers who shared how likely they were to purchase a product or service from a particular brand.
10 Most-Effective Brands
Hyundai had the largest percentage increase in likelihood to purchase from its ad (+39.5%).
Budweiser was second (+37.8%), followed by Jeep (+36.1%).
Least-Effective Ads
- 83.9% of brands that purchased one or more Super Bowl ad positively influenced consumers' likelihood to purchase their products or services.
- However, 16.1% of brands negatively influenced consumers' likelihood to purchase their products or services.
- Jaguar had the most significant decrease in likelihood of purchase after the broadcast, followed by Chevy, Chrysler, and CarMax.
About the research: The report was based on data from 37,440 US participants who used Internet-connected devices to share how likely they were to purchase a product or service from a particular brand. Surveys were completed by a control group prior to the airing of the Super Bowl and by the separate exposed group after they had watched the Super Bowl.
