Every year, MarketCast measures advertising performance for Super Bowl ads looking at how ad creative drives Ad Recall, Brand Linkage, and Ad Appeal among audiences of the Big Game. The result is a syndicated report featuring a full ranking of all Super Bowl ads with in-depth insights of all the top performers.
With several brands making their Super Bowl debut next month, including BetMGM, Drumstick, and Nerds, our researchers will be carefully analyzing MarketCast Brand Effect data to identify which ads are connecting with audiences and driving the most upper funnel impact.
If this year’s advertisers follow last year’s trends, we’ll see creative that tugs at the heart strings, uses celebrities and humor to drive awareness, and leans into rich brand legacies to tell stories. Let’s look at some of last year’s standouts:
Overall Winner: The Farmer’s Dog
“Forever” by The Farmer’s Dog was the most memorable ad measured by MarketCast in last year’s Super Bowl, with a Brand Ad Appeal score of 33% (compared to the 13% Super Bowl norm). The ad takes pet owners on an emotional journey about a girl and her dog that is relevant, engaging, and clear in its messaging. It spoke directly to audiences, bringing us closer to the upstart pet food brand, lifting brand consideration, and driving action (plus causing a few tears to be shed along the way.)
The NFL Connects with Audiences
Further proving the power of emotions and human connections, the NFL’s “We See You” ad features prominent players talking directly to fans about the league’s mission to support community organizations. The highly resonant ad had simple visuals and strong messages which helped it gain strong recall and branding among audiences, thanks to its compelling narrative.
American Runs on Dunkin’ (and Ben)
Because few things go together like Ben Affleck, Boston, and Dunkin’, the ad “Drive Thru” hit the nail on the head with this funny, clever, and relatable spot, which also ranked as the most likable ad in last year’s Super Bowl (70% Likeability Linkage compared to 55% norm.) Our team found the humorous tone did not detract from the ad’s relevance, allowing it to resonate well with a broad Super Bowl audience. Thanks to its use of prominent logos, viewers easily linked the spot to Dunkin’, delivering high brand recall.
The King of (Super Bowl) Beer
Last year’s broadcast saw an unprecedented number of ads in the beer category, thanks in part to the ending of Anheuser-Busch InBev’s exclusivity in alcohol advertising. Still, Bud Light’s ad “Hold Time” took top billing from a copy resonance perspective due to being one of the most relatable ads in the lineup. The ad featured a real-life couple, Miles Teller and Keleigh Sperry, dancing to on-hold music while they wait for customer service. Many of us can relate to the myriad ways we pass the time while on hold, so the ad came across very relatable and provided distinctive visuals.
Super Bowl Insights at Your Fingertips
The MarketCast Super Bowl LVIII Advertising Performance Report tracks and measures every ad airing during the game, from kickoff to the final play, and gives advertisers a powerful signal to understand if their Big Game investment is paying off with audiences and influencing their upper funnel metrics (with a nod to down funnel intent).
This industry-trusted ad measurement solution uses real-world, natural ad exposure to measure performance, giving brands a fresh perspective on not only the “what” but the “why” behind an ad’s performance. MarketCast norms and benchmarks from previous Super Bowl games will also be included to provide context to historical performance and comparison.
For more information on how MarketCast’s Super Bowl LVIII Report can help you carry your ads into the end zone, complete the form below: