Ad-testing Super Bowl LVIII commercials: Who won between Pringles, DoorDash and NYX
Super Bowl commercial breaks are not just coveted advertising spots, they’re a feature of the show. Half of Americans who watch the big game look forward to the commercials. How did these ads fare? A recent poll by YouGov Surveys: Self-serve aired three 30-second commercials for 500 Americans and asked them whether they remember seeing three commercials during the game broadcast, whether they think the ads fit the vibe of the Super Bowl and how funny they thought they were the first time they saw them
Pringles, “Mr. P”
The Pringles TV spot features comedy-goof-cum-action-star Christopher Pratt in a storyline where his moustache makes him resemble the Pringles man, eventually landing a movie role as “Mr. P.” Audiences rated this spot highest of the three analyzed in every category. Of those who watched the Super Bowl, half of them (52%) remembered the commercial and two thirds (66%) thought it matched the vibe of the fixture. Moreover, more than half (54%) found it funny.
DoorDash, “All of the Ads”
Instead of featuring a celebrity, this ad features the other Super Bowl ads. The features a promo code which gives users a chance to win a prize that includes all the products in the other Super Bowl ads. This jackpot was enough to catch viewers’ attention, especially men. More than half of the male audience (53%) remember the spot compared to 38% of women. Around half of Super Bowl viewers also found that the ad was funny on first viewing and that it matched the Super Bowl vibe.
NYX feat. Cardi B
In an ad for Duck Plump lip gloss, music artist Cardi B, backed by duck-headed dancers, exhorts audiences to plump up their lips with the NYX product. A third of Super Bowl viewers remembered seeing the commercial (29%) and also thought it matched the vibe of the broadcast (33%). However, only one in five (20%) found it funny.
This ad was more likely to elicit a positive or negative opinion among female viewers. Men who watched Super Bowl LVIII were more likely to have a neutral view of the ad, with29% saying that Cardi’s lip gloss pitch fit the vibe “neither well nor poorly,” compared to only 17% of women.
YouGov polled 500 US adults online on February 14, 2024. The survey was carried out through YouGov Surveys: Self-serve. Data is weighted by age, gender, race, political affiliation, education level and region. Learn more about YouGov Surveys: Self-serve.