Brand's Super Bowl Successes Revealed...Before Ads Are Seen


As the organization has done seven years running, Brand Keys is out with their latest Super Bowl Engagement Survey, a study which predicts which brands are likely to see the highest returns on their Super Bowl advertising endeavors.

Conducted among 1,500 men and women ages 18 to 65 who said they will be watching the game, the study found Denny's, Hyundai and Budweiser are likely to see the greatest return.

Explaining the rationale behind the study, Brand Keys Founder and President said, "Day-after creative reviews are always interesting. There's a high 'Water Cooler Effect'. But advertisers should remember that 'buzz' comes in two frequencies: positive and negative. 'Wasn't that terrible?' and 'What were they trying to say?' were never phrases that appeared in the strategic or creative brief,"


So...basically this is a study of people's existing perceptions and level of fan boy love for a brand and nothing to do with one-off, $3 million dollar creative orgasms.

Or, it's a pretty good indicator of which brands should just give it up and stop trying to foist the same old crap on us year after year. We're looking at you, GoDaddy.

Advertiser "Super Bowl" R.O.E

Budweiser +8
Bud Light +6
Audi +6
Bridgestone Firestone +5
CareerBuilder +6 -3
Coke +2
Denny's +9
DreamWorks (Monsters vs. Aliens) +5
E*Trade -2
Frito-Lay +7
Go -3
Hyundai +9
Monster +4
Pedigree -2
Pepsi +1
Teleflora -3
Universal Pictures (Land of the Lost) +4

by Steve Hall    Jan-26-09   Click to Comment   
Topic: Research, Super Bowl 2009   

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As much as I hate the GoDaddy ads and think it's the lowest form of schlock advertising and does nothing to tell me why I should use them, their big-budget, big-splash groaners during the SuperBowl have made it seem like they are the only kids in town.

If you're not an IT pro who understands why you should go directly through Network Solutions, you most likely are registering with GoDaddy. Simple as that. They went from nobody to dominant player on the backs of this ad strategy.

Is this a product of the ads? They certainly have created a recognizable (although hokie) brand. It can't just be the media buy. Not every ad on the SB enjoys success. And just because people won't "like" their ads yet again, these same individuals will still probably buy from GoDaddy. That sounds to me like they stand to benefit big time.

Just some thoughts to consider.

Posted by: Bob Knorpp on January 26, 2009 2:40 PM

What about SoBe? Would love to hear about our projected ROI!

Posted by: Julie on January 26, 2009 4:58 PM

So, let me get this straight. All you have to do is say you'll blow $3 million on a 30 sec spot. Get the douchenozzles at Brand Keys to say you'll score big. Then cancel the buy, save the $3 million and still be one of the top rated spots. People will think they missed it 'cos it was in the fourth quarter of a five hour game and they had exploded in the bathroom thanks to a surfeit of colored water (Bud Light) and cardboard plates covered in ketchup (Dominos Pizza) No wonder most people think advertising is a crock of shit... Hey Angela wanna bring Barbie over to my place for the game? No, not you Steve.

Posted by: George Parker on January 26, 2009 7:07 PM

Aw...not me? Damn. But we could get shit faced together!

Posted by: Steve Hall on January 26, 2009 8:01 PM

What kind of research company would foist such twisted logic as this: let us ask people how they will engage with a spot BEFORE IT RUNS, then call that "buzz," then go on a wild-ass tangent about water cooler talk about the spots THE DAY AFTER...?

Would it be the same company that said this in April 2008?
"American Airlines ...they were rated very
low as regards safety, partly as a residual effect of 9/11..."

Yep, Brand Keys it is.

Posted by: Kevin Horne on January 28, 2009 7:27 PM