Advertising during the US Super Bowl can deliver huge returns for brands and are as closely watched as the game itself.
This year’s Pepsi Max ‘Love Hurts’ ad increased the brand’s Buzz score by an impressive 15.7 points, exceeding last year’s BrandIndex winner Coca-Cola (with 14 points).
Similarly, Doritos boosted its already considerable Buzz score from 23.8 one month ago to its current score of 34.1. The brand gained Buzz from its ‘Pug Attack’ and ‘House Sitting’ ads. The former of the two gave advertisers a pause for thought with its micro-budget of $500.
GoDaddy.com, a domain name and web hosting site, adopted a more risqué approach by featuring a number of scantily-clad women. However, the brand still managed to improve on last year’s Buzz score by 4.5 points.
With many car ads packed densely throughout the Super Bowl broadcast only a handful were able to rise above the clutter. Kia and Chrysler were the clear big winners in the days following the broadcast. BMW and Honda rounded out the top 10, with modest initial improvements.