Monday, February 2, 2015

Super Bowl Advertising Wearing Out?

The 2015 Super Bowl ended with a surprise, that's for sure. But, when it came to the advertising ideas there were few surprises.

The USA Today Ad Meter provides analytical perspective.  The chart below contrasts the scores of the top ten rated commercials this year (the blue line) with those of 2014 (brown), 2013 (green), and 2005 (the top purple line).

Budweiser won the 2015 ratings race with a heart warming story about a lost puppy. That there was a full one point spread over the second place spot for Always (8.1 versus 7.1) offers a clue that the pre-release of the lost puppy commercial may have garnered the spot a boost from pre-game conversation. Certainly, it would appear pre-release caused no disadvantage.

What is also interesting is that the 2015 ratings for the top ten commercials averaged only 6.8 on the Ad Meter 10-point scale of favorability.  The top ten average was 7 in 2014; 7.1 in 2013 and 7.9 ten years ago in 2005. While there have been methodology changes for this survey from year to year, the mid-scale directionality for 2015 alone suggests less enthusiasm than one might expect.

Perhaps this is a signal from the Super Bowl audience that it is time for new advertising ideas.

Copyright © 2015 by John Eighmey. All Rights Reserved.

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