Super Bowl 50: The Changing Landscape of Super Bowl Ads

АСЕ metrixə SUPE OWL THE CHANGING LANDSCAPE OF SUPER BOWL ADS Ace Metrix has analyzed 100% of all ads that have aired during the Super Bowl since 2010. Based on the depth and breadth of our data on over 300 Super Bowl ads, we present a few trends we've observed over the years. To go deeper, contact us at acemetrix.com or visit our blog at acemetrix.com/blog, and be sure to follow @Ace_Metrix on Super Bowl Sunday for real-time insight into the ads of Super Bowl 50. COST OF A SUPER BOWL AD (:30) 1980 1990 2000 2010 2015 $222K $700K $1.9M $2.9M $4.5M 2016 - $5,000,000 TOP TEN ADS BY LIKEABILITY SCORE 2011-2015 # 3 4 #5 2014 2013 2015 2012 2012 "PUPPY LOVE" "BROTHERHOOD" "LOST DOG" "SLINGBABY" "THE CATCH" BUDWEISER BUDWEISER BUDWEISER DORITOS COCA-COLA LIKEABILITY SCORE LIKEABILITY SCORE LIKEABILITY SCORE LIKEABILITY SCORE LIKEABILITY SCORE 821 804 802 785 785 #6 #7 # 8 #9 #10 2014 2014 2012 2011 2012 “HERO'S WELCOME" "EMPOWERING" "RESCUE DOG" "PUG ATTACK" “JUST MY SHELL" BUDWEISER BUD LIGHT DORITOS M&M ETER DAY Doritos LIKEABILITY SCORE LIKEABILITY SCORE LIKEABILITY SCORE LIKEABILITY SCORE LIKEABILITY SCORE 781 777 773 771 768 THE LIKEABILITY SCORE IS ONE COMPONENT OF THE DVERALL ACE SCORE. SHIFT TO POSITIVE MESSAGING CELEBRITIES IN SUPER BOWL ADS 71* , 49* 2010 2015 ADS WITH HUMOR THEME OF ALL SUPER BOWL ADS SINCE 2010 INCLUDE CELEBRITIES 1% 22* % AVG. ACE SCORE OF SUPER BOWL ADS 541 | 559 2010 2015 ADS WITH INSPIRATIONAL MESSAGE W/CELEBRITIES NO CELEBRITIES TOP 5 SUPER BOWL BRANDS AVG. ACE SCORE #1 Doritos 2 PEPSI 602 609 3 COCA-COLA 597 AVG. ACE SCORE: SUPER BOWL ADS 4 BUDWEISER 585 5 VOLKSWAGEN 584 ADVERTISERS WITH 5+ SUPER BOWL ADS 2010-2015 TOP CATEGORIES BY NUMBER OF ADS CATEGORIES # OF ADS (2010-2015) AUTOMOTIVE* 95 BEER 34 WEBSITES 23 SODA CHIPS 20 15 TELECOM SERVICES 09 MOBILE DEVICES CANDY & GUM QSR 09 08 08 INVESTMENTS 08 "INCLUDES LUXURY AUTO, NON-LUXURY AUTO. AUTO SERVICES, AND AUTO PARTS ADS ARE GETTING LONGER ADS 0:45 OR SHORTER (2010-2015) ADS 0:60 OR LONGER (2010-2015) 82% 57% 43% 16% 2010 2015 2015 2010 הותק 27% LONGER ADS PERFORM BETTER AVERAGE ACE SCORE ALL SUPER BOWL ADS, 2010-2015 518 540 568 582 582 0:15 0:30 D:45 0:60 +0:90 GET MORE INSIGHT FROM ACE METRIX Ace Metrix® provides technology, tools and insights that enable the advertising ecosystem to understand how and why video creative works with viewers. To learn more about our methodology, metrics, and approach to measuring creative effectiveness, visit acemetrix.com. The information contained within is the property of Ace Metrix, Inc. To request permission to repurpose or republish in part or in total, please contact [email protected]. ACE metrixe © 2016 Ace Metrix I AceMetrix.com