GLOBAL – UNITED STATES OF AMERICA, JANUARY 26, 2012: A brand survey ahead of the February 5 Super Bowl XLVI clash held some sobering news for advertisers who could be splashing out north of US$3.5 million for a 30-second spot.
Research consultancy Brands’ Key’s 10 Super Bowl Engagement Survey noted that only half of the advertisers will get real returns on their sizable investment.
The survey of 1,500 likely Super Bowl audience tagged the winners as PepsiCo’s Doritos, Hyundai, Audi, Coca-Cola and Cars.com. The latter has begun airing a DDB Chicago spot featuring a two-headed talent in a campaign with a social media and charity element. The company has promised to donate to seven charities US$1 raised for every viewer who uses the smartphone app Shazam to tag its commercial.
Brands Key tagged Budweiser, Century 21, Best Buy, Teleflora, Dannon and Kia.
Budweiser is one of Super Bowl’s longstanding advertisers with ads featuring its Clydesdale horses part of the Games’ tradition.
Brands with a tie score with brand values unaffected by their Super Bowl association – were Chrysler, Honda, Bud Light Platinum, NBC ‘The Voice’, GM and Volkswagen.
