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Which Ads (and Which Brands) Got the Biggest Super Bowl Bump
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Which Ads (and Which Brands) Got the Biggest Super Bowl Bump

In an analysis of Super Bowl ads, Nielsen IAG revealed which brands performed best overall and with male and female audiences. Below the surface of whether a particular ad was liked or disliked, several brands, such as Universal Orlando and FloTV, saw significant lift despite not cracking the top 10 when it came to most liked ad. Google, which produced a rare TV ad, saw its “Search On” spot become more effective on message communication than the average Super Bowl and had a higher likeability index among younger viewers.

Super Bowl Ads with Highest Brand Improvement Index
Likeability Rank Brand Ad Description Game Quarter Brand Opinion Index
1 Universal Orlando The Wizarding World of Harry Potter (:30) Q2 138
2 FloTV News clips shown as “My Generation” plays (:60) Q2 134
3 Denny’s Chicken screams as woman blows out birthday candles (:15) Q4 133
4 Google Man’s life story is shown through searches he makes (:60) Q3 130
5 Doritos Young boy slaps mother’s date (:30) Q1 129
6 Denny’s Man warns chickens to leave town (:30) Q3 128
7 Denny’s Chickens scream at various locations including outer space (:30) Q4 127
8 Electronic Arts Dante’s Inferno video game (:30) Q4 126
9 Vizio Metal claw picks up Beyonce and other people (:60) Q4 125
10 Snickers Betty White and Abe Vigoda are tackled (:30) Q1 125
Source: The Nielsen CompanyThe Brand Opinion Improvement score is the percentage of viewers who report a “greatly improved opinion” of the advertised brand following exposure to its commercial during the Super Bowl, among those recalling the brand of the ad. These scores are then indexed against the average score for all Super Bowl ads (Brand Opinion Index). 100 equals average. For example, with a Brand Opinion Index of 137, the Universal Orlando/Harry Potter spot generated 37% greater Brand Opinion lift than the average Super Bowl spot.

Best-Liked Ads Often Split Along Gender Lines

Nearly a third of females reported to dislike the two GoDaddy spots, placing them among the game’s least popular commercials. Both Coca-Cola spots – “The Simpsons” and “Man Sleepwalks” – fell just out of the Top 10 most-liked ads for the overall Super Bowl audience, but ranked among the most popular ads among males. Even different ad executions from the same brand showed varied responses by gender. For example, Doritos aired four Super Bowl ads – two of which were equally liked among both men and women (“Man attacks guys at gym” and “Boy slaps date”), while another resonated particularly well with females (“Dog puts collar on man”) by 22 points and the other was better-received by men (“Casket full of snack chips”) by 13 points. Similarly, the E*Trade spot – “Baby talks with his girlfriend” – was 14 points better-liked among females, while the other E*Trade commercial – “Babies cry about broker” – was found to be equally appealing by both genders. The Focus on the Family spot featuring college football star Tim Tebow and his mother, ranked as one of the game’s most polarizing. It resulted in a high percentage of viewers (driven primarily by females) who reported to “like it,” but it also generated a high proportion of audience who claimed to “dislike it.” And ad for the U.S. Census Bureau struggled to gain appeal from either sex (ranking in the Bottom 3 among both genders), however, older viewers reported a higher memorability of the ad than younger viewers.

The vast majority of Super Bowl ads were better-recalled among older viewers 35+ compared to younger viewers 13-34 (following a generally observed pattern regarding advertising attention), but four spots had at least 10 points higher Brand Recall among the younger set – including Motorola’s “Megan Fox sends picture” spot, Audi’s “Green Police” ad, Boost “Football Shuffle” ad, and the Monster “Beaver plays Violin” spot.

Best-Liked Super Bowl Ads (Overall)
Likeability Rank Brand Ad Description Game Quarter Likeability Index
1 Snickers Betty White and Abe Vigoda are tackled (:30) Q1 211
2 Bud Light Scientists think asteroid is hitting Earth (:30) Q1 170
3 Doritos Dog takes off shock collar and puts it on man (:30) Q1 165
4 Budweiser Town forms human bridge for delivery truck to drive over (:60) Q2 163
5 Bud Light Man builds house made of beer cans (:30) Q1 162
6 Doritos Young boy slaps mother’s date (:30) Q1 154
7 Budweiser Clydesdale and calf race each other along fence (:60) Q4 153
8 Denny’s Chickens scream at various locations including outer space (:30) Q4 137
9 Doritos Man at gym attacks other men with snack chips (:30) Q4 136
10 Doritos Man lays in casket full of snack chips (:30) Q1 134
Best-Liked Super Bowl Ads (Female)
Likeability Rank Brand Ad Description Game Quarter Likeability Index
1 Snickers Betty White and Abe Vigoda are tackled (:30) Q1 239
2 Doritos Dog takes off shock collar and puts it on man (:30) Q1 224
3 Budweiser Clydesdale and calf race each other along fence (:60) Q4 196
4 Denny’s Chickens scream at various locations including outer space (:30) Q4 180
5 E*Trade Baby talks to his girlfiriend (:30) Q3 172
6 Focus on the Family Tim Tebow and Mother (:30) Q1 168
7 Doritos Young boy slaps mother’s date (:30) Q1 164
8 Budweiser Town forms human bridge for delivery truck to drive over (:60) Q2 155
9 Doritos Man at gym attacks other men with snack chips (:30) Q4 140
10 Bud Light Man builds house made of beer cans (:30) Q1 130
Best-Liked Super Bowl Ads (Male)
Likeability Rank Brand Ad Description Game Quarter Likeability Index
1 Bud Light Scientists think asteroid is hitting Earth (:30) Q1 185
2 Snickers Betty White and Abe Vigoda are tackled (:30) Q1 177
3 Bud Light Man builds house made of beer cans (:30) Q1 165
4 Budweiser Town forms human bridge for delivery truck to drive over (:60) Q2 156
5 Doritos Man lays in casket full of snack chips (:30) Q1 143
6 Doritos Young boy slaps mother’s date (:30) Q1 137
7 Coca-Cola Billionaire from Simpsons loses fortune (:60) Q1 128
8 Coca-Cola Man sleepwalks past wild animals (:60) Q3 127
9 NFL Reggie Bush runs and jumps in slow motion (:60) Q3 124
10 Doritos Man at gym attacks other men with snack chips (:30) Q4 124
Source: The Nielsen Company (nielsen.com), 2/7/10The Likeability score is the percentage of viewers who report to like “a lot” an ad they were exposed to during the normal course of viewing the Super Bowl, among those recalling the brand of the ad. These scores are then indexed against the average score for all Super Bowl ads (Likeability Index). 100 equals average. For example, with a Likeability Index of 211, the Snickers “Betty White” ad was more than twice as liked compared to the average Super Bowl spot.Notes: The above Top 10 lists are based on 13,728 surveys of Super Bowl viewers; 65 unique national creative executions (excluding Movie spots) during Q1-4 and Halftime were considered for the list.