Which were your favorite commercials from the 2013 Super Bowl?
That’s easy. The tougher question is, Which ones worked?
“Worked” defined as actually having helped sell the product, that is.
Communicus conducted a longitudinal study to find the answer to that question:
Some surprising findings emerged. For instance, many pundits wondered whether the widely heralded Budweiser ‘Brotherhood’ execution sold the beer or just tugged at the heartstrings. The answer? This is one of the crowd favorites that actually drove preference for the brand – and it ended up #1 in the Communicus rankings. On the other hand, another commercial that was generally lauded as a top performer, the Tide ‘Stain’ spot, was well-recalled but did not convince consumers to buy more Tide (and landed in the Bottom 10 of the Communicus Rankings)….
Commercials that succeed on BOTH the awareness and branding dimensions, including the Budweiser and Best Buy spots, are the ones whose sponsors really won where it counts – at the cash register.
See what you think of this year’s batch on Groundhog Day. But it will be sometime after that before we know whether the ads worked.
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