Brand and customer loyalty researcher, Brand Key, has unveiled the results from its study into the ads hitting screens during this year’s Super Bowl.
Conducted a week before the first game, polling a national sample of 1,500 men and women, 18 to 65 years of age , The Super Bowl Engagement Survey has reported that nearly 60 per cent of Super Bowl advertiser this year’s will see real returns on their sizeable investments, with ad space this year costing around $126,000 per second.
The research examined 31 brands reported in industry publications and predictively measures respondents’ true reactions to brands within the context of the medium. Results correlate highly with consumer behaviour, and have been validated as reliable predictors of future brand purchase or consideration.
As such, advertisers are classified as “winners” if they score +5 or more brand equity points. “Losers” score -5 or more brand equity points, and “tied” refers to brand values left unaffected by the Super Bowl venue.