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Rival Spark:�Who Won the 2023 Super Bowl?
April 2023
The Best Super Bowl Ad Might Be A Comeback,
Just Like the Game.
Keeping score on big game ads shouldn’t stop on the Monday after the game.
Super Bowl ad effectiveness is more than what brand everyone talked about the next morning,
its what has staying power & puts points on the board over the coming days and weeks.
Our Super Bowl Methodology
To understand what ads won a game of inches and the whole thing, Rival is researching brand impact 1 day and 1 month out, looking at consumer recall & attitudes, as well as using our proprietary tool Curo to understand share of search, attitudinal shifts & retail impact.
Consumer Survey �
Using the research platform Attest on the morning after the Super Bowl, we surveyed 500 US residents 18-64 about their recall of the last night’s ads & their impact.
Curo, Rival’s consumer demand monitoring tool, will track Share of Search, Search Themes & Retail shifts over the next 30 days for each Super Bowl advertiser and their sector. The longer term impact of Super Bowl success should be shown in how demand shifts.
Consumer Survey �
30 Days after the big game, another piece of Attest research will track long term recall & attitudinal shifts amongst the US population for Super Bowl advertisers - showing any long term effects of the big game’s best ads
24 Hours After the Super Bowl
30 Days After the Super Bowl
2023 Super Bowl
Brand Performance
The Double Jeopardy of Super Bowl Ad Awareness
Larger historical Super Bowl brands, such as Amazon, Pepsi, Doritos & Budweiser had the highest unprompted recall 30 days later, while newcomers Pop-Corners & Tubi leveraged novel creative approaches to overcome the challenges facing most newer or unknown brands in the big game.
Source: Attest Survey - (Nat Rep US 18-64 n=500) Wave 1: 13.02.2023 / Wave 2: 13.03.2023. “What brands do you recall advertising in, during or around this year’s Super Bowl?”
Super Bowl Brands with the Highest Unprompted Long Term Recall
The highest unprompted Super Bowl brands one month on feature 4 heritage advertisers, one non-advertiser and only one new brand
Coca-Cola�
3.2% of mentions @ 1 Day�3.9% of mentions @ 30 Days�
Didn’t advertise nationally in the 2023 Super Bowl, breaking a 17 year streak, but did advertise regionally
Budweiser�
5.5% of mentions @ 1 Day�7.1% of mentions @ 30 Days
Maintaining prominence after ending a 30 year exclusive ad deal in the game
Pepsi Zero Sugar �
9.1% of mentions @ 1 Day�11.2% of mentions @ 30 Days�
Utilized two spots, with Ben Stiller and Steve Martin, to reinforce the taste messaging round Pepsi Zero Sugar, building on a heritage advertising and sponsoring the game
Doritos�
7.9% of mentions @ 1 Day�10.2% of mentions @ 30 Days�
Featured Jack Harlow in a spot which heavily featured the product’s shape, its 23rd year advertising in the game
Bud Light�
4.2% of mentions @ 1 Day�3.1% of mentions @ 30 Days�
Featured Miles Teller in an ad that followed on 30 years of AB Super Bowl advertising
Dunkin’
4.1% of mentions @ 1 Day�2.8% of mentions @ 30 Days�
Featured Ben Affleck in its first ever Super Bowl ad, the only new advertiser in the top 6 recalled brands
Source: Attest Survey - (Nat Rep US 18-64 n=500) Wave 1: 13.02.2023 / Wave 2: 13.03.2023. “What brands do you recall advertising in, during or around this year’s Super Bowl?”
Mass Brands Topped Up Awareness, Smaller Brands Struggled
New entrants such as Workday, Dexcom, The Farmer’s Dog & others struggled to create a wider impact, with limited prompted recall and consideration vs. established brands that augmented their established perception amongst consumers
Source: Attest Survey - (Nat Rep US 18-64 n=500) Wave 2: 13.03.2023
Newer Brands Struggle to Stay Around Long Term
Challenger entrants into the category struggled to stay present in consumer’s minds post game, vs. more established brands who’ve carved out a place in consumers lives
Source: Attest Survey - (Nat Rep US 18-64 n=500) Wave 1: 13.02.2023 / Wave 2: 13.03.2023. “What is your opinion of each Super Bowl advertiser?” / “What best describes your opinion of each of these brands in the last 30 days?”
Search Behaviour Shows Recall & Search Aren’t Linked
Curo Search Share & Growth Data illustrates how brands which lacked long term brand recall, such as Temu, Fan Duel & Turbo Tax did convert Super Bowl advertising into consumer interest in search - changing behaviour without a lasting impression
Source: Rival Curo (Jan 1 - March 15 2023) Share of Search (US Market Only) Category share of search and Growth (Amongst Advertisers Only)
Super Bowl Brands with the Highest Share of Search Growth
Share of Search, a good proxy for market share shifts, highlights the power of product focused / timely advertising during the Super Bowl, with brands that offer immediate access & behaviour showing continued search growth
Temu
289% Avg. SoS Weekly Growth Rate
.185% of Super Bowl Advertiser Avg. SoS
Temu’s Super Bowl ad focused on a clear product story to drive people quickly to their online presence, generating significantly higher search post game than competitors for longer
Source: Rival Curo (Jan 1 - March 15 2023) Share of Search (US Market Only) Category share of search and Growth (Amongst Advertisers Only)
Turbo Tax
81% Avg. SoS Weekly Growth Rate
5.94% of Super Bowl Advertiser Avg. SoS
Turbo Tax’s service focused ad featured memorable music, that as expected, pushed viewers to act quickly to deal with looming tax needs
Avocados from Mexico
62% Avg. SoS Weekly Growth Rate
.0001% of Super Bowl Advertiser Avg. SoS
While increasing from a low base line, historical advertiser Avocados from Mexico drove interest in a non-online focused product
Fan Duel
186% Avg. SoS Weekly Growth Rate
.0005% of Super Bowl Advertiser Avg. SoS
Fan Duel’s campaign, featuring Ron Gronkowski’s attempt to kick a field goal had a long footprint, generating a sustained uplift in share of search
Pop Corners
60% Avg. SoS Weekly Growth Rate
.003% of Super Bowl Advertiser Avg. SoS
Pop Corner’s Breaking Bad themed translated nostalgic interest into search around the previously lesser known product
E-Trade
50% Avg. SoS Weekly Growth Rate
.002% of Super Bowl Advertiser Avg. SoS
E-Trade’s use of the E-Trade Babies drove search growth amongst viewers, tapping into online product availability
New Brands Converted Intent Into Incremental, Not Rapid, Growth
While there wasn’t a brand that used the Super Bowl to go from 0 to overnight sensation, Pepsi Zero Sugar, Pop-Corners and Draft Kings all converted high immediate purchase intention to post game usage - while larger brands maintained their market prominence
Source: Attest Survey - (Nat Rep US 18-64 n=500) Wave 1: 13.02.2023 / Wave 2: 13.03.2023
Super Bowl Brands with the Highest Intent & Action
Large brands used the game to top up intention in a way smaller brands struggled to do - with Netflix & Pepsi Zero Sugar leveraging existing scale to ‘introduce’ a new product story
Doritos
37% More Likely to Buy Post Super Bowl
81% Claimed Usage Post Game 30 Days
Doritos’ prominence as a staple of the big game and wider snacking bolstered positivity around the brand from it’s big game spot
Dunkin’
33% More Likely to Buy Post Super Bowl
65% Claimed Usage Post Game 30 Days
Dunkin’s scale as a brand, coupled with a memorable and positive Super Bowl ad, showed brand uplift post game
Pringles
29% More Likely to Buy Post Super Bowl
77% Claimed Usage Post Game 30 Days
Pringles very product focused ad reinforced the brand’s scale & existing presence within big game and wider snacking
M&Ms
34% More Likely to Buy Post Super Bowl
78% Claimed Usage Post Game 30 Days
M&Ms very PR driven Super Bowl activity played on divisiveness & used Maya Rudolph to drive increased positivity & consideration
Netflix
32% More Likely to Buy Post Super Bowl
81% Claimed Usage Post Game 30 Days
Netflix’s green initiative, in partnership with GM, brought new news to the game - increasing consideration through a new angle on use
Pepsi Zero Sugar
29% More Likely to Buy Post Super Bowl
30% Claimed Usage Post Game 30 Days
Pepsi Zero Sugar shifted intention around its diet product, with a low base of use increasing over the subsequent 30 days thanks to taste credential marketing
Source: Attest Survey - (Nat Rep US 18-64 n=500) Wave 1: 13.02.2023 / Wave 2: 13.03.2023
So Who Won? It Depends What Game You’re Playing
Large brands vs. Challengers, Awareness & Attitude vs. Behaviour - Super Bowl brands have different playbooks for different outcomes
Source: Attest Survey - (Nat Rep US 18-64 n=500) Wave 1: 13.02.2023 / Wave 2: 13.03.2023. / Rival Curo (US / Q1 2023)
Doritos
The Big Game Veteran Reinforcing Their Spot on the Roster�
76% Prompted Recall Post Game @ 24 Hours
10.2% of Unprompted Mentions @ 30 Days
37% More Likely to Purchase Post Ad @ 24 Hours
Doritos used its position as a legacy Super Bowl presence, and a global brand, to establish a lasting impression from the game through its product focused ad with Jack Harlow.
It combined humour and the brand’s assets to drive impact on top of its existing scale.
Pepsi Zero Sugar
A Team Effort which Led to Victory�
11.26% of Unprompted Mentions @ 30 Days
29% More Likely to Purchase Post Ad @ 24 Hours
21% Share of Search Growth Rate
Pepsi’s use of 2 commercials, heavy rotation and post game support has leveraged its scale and resources to ‘re-introduce’ its Zero Sugar variant.
While Pop Corners saw similar success on many metrics, Pepsi managed to balance recall and intent signals long term.
Temu
Some Say It Won Ugly, But the Challenger Put Points on the Board
289% Share of Search Growth Rate
.87% of Unprompted Mentions @ 24 Hours
.97% of Unprompted Mentions @ 30 Days
Temu’s ad might have been called one of the more utilitarian Super Bowl ads, but its presence in the big game established it within consumer’s minds at a scale other challengers struggled to do.
It’s long term impact is shown in SoS growth, translating awareness into traffic to retailer.
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