Big Winners: Groupon, Sketchers, Pizza Hut, GoDaddy, and Hyundai
Brand Keys Survey Shows Groupon and Skechers
Will Score Best with Super Bowl Fans,
More Than Half of Advertisers will Score ROI Touchdowns
NEW YOR NY February 1 – Not all programs are right for all brands—even if that program happens to be the Super Bowl – but the ninth annual Brand Keys’ Super Bowl Engagement Survey – conducted by the New York-based brand and customer loyalty research consultancy, reports that when it comes down to the return advertisers will get on their Super Bowl investments, this year touchdowns won’t be limited to the playing field.
Assessments show that this year more advertisers (55%) will see substantial ROI on their $3 million 30-second spots, than in past years. Groupon, Sketchers, Pizza Hut, GoDaddy, and Hyundai are the five advertisers that will get the highest return on their Super Bowl ad investments. Following an automotive theme, advertisers like CarMax, Cars.com, Chrysler, and Chevrolet are likely to see fewer returns.
“This is more than Monday-morning, creative quarterbacking,” said Robert Passikoff, founder and president of Brand Keys. “Day-after creative reviews are always interesting, have a high ‘water cooler effect’ and elicit lots of chatter. But advertisers should remember that ‘buzz’ comes in two frequencies: positive and negative. ’Wasn’t that terrible?’ generally isn’t a phrase that appears in creative briefs.’ And even setting aside the question of quality creative, the survey brings into harsh relief the more important question being articulated: does the ad buy actually do anything for the brand’s bottom line?”
“More and more, clients want to know more than that their ads were ‘seen,’ and with 30-second spots selling for $3 million, this becomes a whole new ballgame for brands. Calculating ROI gets particularly complex when you need to work in consumer-generated content, social networking efforts, and contests,” noted Passikoff. “It helps to know that the foundation of your campaign is reinforcing your brand.”
This year’s survey was conducted the third week of January among a national sample of 2,000 men and women, 18 – 65 years of age, who indicated that they were going to watch Super Bowl XLV on February 6th. The research examines the 29 brands reported in industry publications as having purchased spots.
The Super Bowl Engagement Survey, like the
Brand Keys Customer Loyalty Engagement Index (
www.brandkeys.com), is created to
predictively measure consumer’s true reactions to brands within the context of the medium.
Results correlate highly with consumer behavior, and are reliable predictors of future brand purchase behavior. “Think of it as identifying how the media reinforces – or in some cases, degrades – brand values,” said Passikoff. “What you want to see is a minimum of seven points added to your brand to ensure you’re getting a real return on a very expensive investment.”
“For the study, all brands have been calibrated to 100%. The return that you want to see for your investment is a minimum increase of 7 percentage points added to your brand’s equity to ensure you’re getting a real return on a very expensive investment.” Assessments for this year’s Super Bowl XLV advertisers are:
Advertiser Super Bowl ROI (%)
Anheuser-Busch Bud Light +8
Audi of America +5
Best Buy +9
BMW +7
Bridgestone +5
Careerbuilder +7
CarMax -4
Cars.com -3
Chrysler -4
Coca-Cola +3
Doritos +9
E*trade -2
GM Chevrolet -0-
GoDaddy.com +10
Groupon +12
HomeAway +4
Hyundai +11
Kia +7
Mars +8
Mercedez-Benz +8
Paramount Pictures +2
PepsiMax +9
Pizza Hut +10
Skechers +12
Suzuki +8
Teleflora +8
Universal Studios +2
Volkswagen +4
Engagement assessments are separate and apart from how many eyeballs were watching and are a ‘reality check’ that lets advertisers know how super their media buys actually are. And it can be done before signing a check. “It has nothing to do with ‘being watched’ or of consumers ‘being aware,’ and has everything to do with being emotionally engaged with the brand,” noted Passikoff. “That’s vastly different from just being entertained. A laugh or a tweet is not an acceptable return on an investment of this size.”
Contact: VISIBILITY
Len Stein
cel 914 527 3708
[email protected]
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