February 27th, 2024, YouGov
Super Bowl ad showdown: Which brands won big?Download report
With a $7 million price tag for a 30-second ad spot, the Super Bowl broadcast is a high-stakes brand investment where advertisers push creative boundaries in the competition for attention.
Looking at the 60+ brands who advertised at or around the 2024 Super Bowl, YouGov’s new Super Bowl 2024 Advertising Effectiveness Report identifies 24 whose advertising had the strongest impact on Americans in the week after the game.
Download YouGov's newest report to learn:
- Which brands were the top performers for ad awareness, buzz and consideration? Who outperformed with women vs. men?
- Are big name celebrities essential for Super Bowl spots?
- What did different demographic groups say was their favorite part of the Super Bowl?
- Was the "Swiftie effect” overstated?
Methodology
Initially debuted in a live presentation on Wednesday, February 21, this analysis focuses on changes in Ad Awareness, Buzz, and Consideration among Super Bowl advertisers.
- Ad Awareness – Whether a consumer has seen or heard an advertisement for a brand
- Buzz – Whether a consumer has heard anything positive or negative about a brand in the past two weeks (Explore this metric with YouGov BrandIndex Lite)
- Consideration – If a consumer would consider a brand or not the next time they are in the market for a purchase
This report includes a series of surveys conducted with YouGov Surveys: Self-serve in the week following the Super Bowl to gauge viewership trends, advertising sentiment, and Taylor Swift's impact.
The report concludes with a ranking of Super Bowl Advertisers by Advertising Impact Score, a calculation that more heavily weighs changes in purchase consideration, a predictive bottom-of-funnel brand health metric. The dates of comparison for this analysis are February 5-11 and February 12-18, 2024.