Patrick Mahomes wasn’t the only one breaking records during this year’s Super Bowl. TelevisaUnivision broadcast its first-ever Big Game, generating more than 2.3 million viewers – the most ever for a Spanish-language broadcast of a Super Bowl. Univision also provided brands with a powerful platform for engaging Spanish-language fans through unique ad creative, many of which debuted for the first time during its broadcast.
Similar to the English-language broadcasts on CBS and Nickelodeon, MarketCast used its industry-standard Brand Effect ad measurement solution to identify which Spanish language ads resonated most with audiences.
Related Posts: Super Bowl Ad Social Buzz Measured, Super Bowl Top of Funnel Ad Performers
In this preview of the full MarketCast Super Bowl report, we are focusing on several top performing Spanish language ads for Ad Memorability, specifically how well audiences remembered the ad after watching the Super Bowl. This is just one of the many metrics featured in our annual report.
Chase & the Three Travelers
Chase’s ad “La Playa” follows three vacationers on a tropical holiday and how the Chase app helps them protect their money while on the go. The ad’s eye-catching visuals and clear voiceover capture audiences’ attention, while the premise of worrying about your finances while on vacation is something we all can relate to.
Chewy and Man’s Best Friend
Chewy’s clever ad “Best Friends” portrays a man and his dog conversing on the couch, discussing the ease and great prices offered through Chewy. This ad uses witty humor to capture viewers’ attention, and the use of a talking dog (or any furry friend, for that matter) is a universal tactic in capturing the hearts of Super Bowl audiences.
Luis Guzmán is On a Mission with Metro (by T-Mobile)
In the new Super Bowl ad, “Luis Guzmán escapes Bla Bla Bla,” we see the famed actor embark on an adventure to escape the bla bla (or yada yada) of wireless contracts. Guzmán’s comedy skills help Metro reel in Super Bowl audiences with support from a hilarious background song set to “Livin’ La Vida Loca.”
Tying the Knot with TurboTax
Tax season may not be everyone’s favorite time of year, but TurboTax’s ad, “Boda sorpresa,” makes it easy and convenient for people to file their taxes. The spot follows a couple who decides to have a surprise wedding, and with striking visuals and a clever premise, it creates an ad that audiences will surely remember.
Lowe’s for the Pros
While the Lowe’s ad “Para Mantener Tu Obra En Marcha” might be targeted towards construction professionals, its clear messaging and good use of branding throughout (via their signature sound jingle at the beginning and repeat use of the Lowe’s app) works to capture all viewers’ attention.
In addition to these Spanish-language ads, several English-language ads performed well on the TelevisaUnivision broadcast, including those from the NFL, Bud Light, and Nyx Professional Makeup.
The MarketCast Super Bowl LVIII Advertising Performance Report provides CMOs and agencies a powerful way to understand if their Big Game investment is paying off with audiences and influencing their funnel. To learn more about how you can gain access this report, complete the form below: