The Brands That Scored Big and the Brands That Got Sacked

  • An estimated 100 million Americans tuned in to watch Super Bowl XLVII ›› Advertisers spent about $3.8 million per 30-second spot, up from $3.5 million in 2012
  • Roughly 75% of the Top 20 most shared ads launched before the Super Bowl aired
  • Nielsen reported that automotive advertisers spent nearly three times more ($90 million) than the next closest category of advertisers (beer)

The analysis, which was based on average assumed total ad dollars spent by each of the automakers during the Super Bowl, examined model-specific growth in share among car shoppers across its portfolio of websites. Additionally, Jumpstart calculated the estimated price each advertiser paid for every percent in share gained.

The study also looked at the immediate post-game impact, as well as an extended ROI analysis that evaluated sustained shopper interests when compared to overall media spend.

In the first analysis, Jumpstart compared traffic to brand pages on Super Bowl Sunday and Monday to traffic from prior weeks. The study then looked at the variance in share of shoppers gained after Super Bowl ads ran.

This analysis gives a clear picture of which Super Bowl commercials resonated most with in-market automotive shoppers.

1. 20 million is based on internal traffic reporting; the audience is 9 million per ComScore.

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