Before the Super Bowl, many companies were eager for consumers to feast their eyes on the much-anticipated commercials set to debut during the game. Some literally couldn’t wait and “leaked” their commercials a few days early. This was likely done to generate some early buzz for products, but a new analysis reveals that the plan may have backfired for some of these companies.
YouGov BrandIndex, a firm that monitors such things, has maintained their studied eyes at how consumer interest has sustained for businesses that released their Super Bowl ads prior to the game and compared that data with businesses that kept their Super Bowl commercials under wraps until the game. The study looked at the ten days following the Super Bowl and gauged consumer interest in businesses from both of the groups.
The analysis found that companies like Honda and Acura, who released commercials a week ahead of the Super Bowl, saw a precipitous decline in consumer interest in the days after the Super Bowl. In fact, consumers appear to have gotten their fill of the two car companies’ commercials leading up to the Super Bowl because interest for both of them peaked during the game and then quickly disappeared afterwards. Among the top companies that were still generating interest after the Super Bowl based on their commercials, both Honda and Acura fell out of the Top 10 brands and bottomed out at 21 and 26, respectively.
Alternately, those companies that didn’t debut commercials until the Super Bowl enjoyed the greatest staying power in the mind of consumers. Doritos, Chevrolet, Bud Light, and Budweiser have maintained a high level of interest with consumers still weeks after the Super Bowl. In fact, Doritos probably did themselves a favor by rejecting that one advertisement that eventually went viral. Nothing like enjoying the best of both worlds.
Below is a table that YouGov put together with the data from their analysis. What say you, readers of the Internet? Of the companies listed in the table that have managed to keep the attention of consumers, any of those businesses’ commercial resonating with you? Let us know in the comments below.