1、2 0 2 5Super Bowl advertising effectivenesspreview report2Super Bowl ad effectiveness previewWith some ad spots reportedly costing more than$8 million,the Super Bowl is an increasingly high-stakes,high-profile opportunity for advertisers.This report evaluates the efficacy of ads aired at and around
2、the 2024 Super Bowl.Is Americas biggest event still capturing the attention of consumers?Who generated the most awareness and buzz?Were there advertisers who flew under the radar but scored big in terms of consumer consideration lift anyway?And,as they shift their attention to The Big Game,what lear
3、nings should brands take into their 2025 campaign planning?Introduction54%46%48%54%46%48%54%54%46%48%54%60%202020212022202320242024:YouGov Surveys(February 12,2024;n=10,297)Previous years:YouGov Profiles(n7,000).2020YouGov asks Americans after each Super Bowl which activities they did during the gam
4、e.This percentage captures anyone who reported watching the whole game,part of the game,half-time programming,or anyone who attended a Super Bowl party(n7,000).Super Bowl ad effectiveness preview3Will The Big Game continue to grow?After seeing a dip in viewership from 2020 to 2021,YouGov survey data
5、 shows the Super Bowl has seen a steady increase in viewers,topping pre-pandemic levels last year.Did the increased viewership impact the results for advertisers?%Watched(Gen pop)202354%2021202454%202248%54%48%54%YouGov Surveys:February 15-16,2024.(Filter:Removed Not sure responses;n 500).Super Bowl
6、 ad effectiveness preview4Halftime Show highUsher resonated with all generations similarly,except for Gen Z;Baby Boomers liked the Shakira and J-Lo show most.44%24%18%24%27%27%27%9%5%12%18%8%14%10%19%47%42%31%33%39%36%12%9%12%18%16%7%12%16%16%16%10%17%13%15%0%20%40%60%80%100%BabyBoomerGen XMillennia
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