February 27th, 2024, Lesley Simeon
The 2024 Super Bowl (the longest in the game’s history) brought in more than a couple talking points - a sticky advert, a coach-player altercation, a halftime-show marred by technical snags and a Love Story that simmered in the stands and eventually, of course, played out victoriously on the field. We’re focusing on another Super Bowl staple - brand exposure.
In this piece, we’re exploring BrandIndex data on Uber Eats’ star-studded advertising at the event. Uber Eats released a 35-second long Super Bowl teaser featuring Victoria and David Beckham, on 30 January. The full commercial, that was unveiled on February 6, nudged consumers to remember that Uber Eats ‘delivers almost anything’.
According to YouGov’s BrandIndex - which tracks consumer sentiment towards thousands of brands daily - Uber Eats’ Ad Awareness, Word of Mouth (WOM) Exposure and Buzz scores have all recorded upticks in the days after its Super Bowl commercial teaser launch.
Its Ad Awareness score - which measures the share of consumers that notice a brand’s advertising - rose from 19%, on January 29 (the day the teaser was launched), to 23% on February 6 (the day the commercial was released). By the time the Kansas City Chiefs met San Fransisco 49ers on the playing field, the score had inched further up to 25%. Uber Eats has managed to sustain its Ad Awareness gains, with a 28% score as of February 25.
Uber Eats’ WOM Exposure - which asks if consumers have talked about a brand with friends and family in the past two weeks - hopped on to an upward trajectory a couple of days before the teaser launch and rose from 14% to 17% by February 11. Although the brand’s WOM Exposure score has since then dipped marginally, it's still higher than the numbers reported before the Super Bowl teaser was launched.
Finally, the brand’s Buzz score - which measures whether consumers are hearing more positive or negative things about the brands - improved six points, from a net score of 8 on January 29, to 14 on February 11, before dropping slightly to 12% by February 25. That’s interesting because it implies the effect of the ad on the brand is limited not only to those who saw it.
For some brands and businesses, Super Bowl advertising is akin to discovering the pot of gold at the end of the audience engagement rainbow. If done right, Super Bowl ads can get brands all the attention they need and create a conversation that can last weeks. Take Fenty Beauty for example - even before founder Rihanna pulled out her beauty brand’s compact mid performance at Halftime last year, the brand managed to grab attention just days after it was announced the singer would perform at the game. As for Uber Eats, the numbers prove its advertising caught eyeballs. For reasons good, funny and grey.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Uber Eats’ Ad Awareness score is based on the question: Which of the following online brands have you seen an advertisement for in the past two weeks? and delivered as a percentage. Its WOM Exposure score is based on the question: Which of the following online brands have you talked about with friends and family in the past two weeks? and delivered as a percentage. Its Buzz score is based on the question: Over the past two weeks, which of the following online brands have you heard something positive about/negative about? and delivered as net score between –100 and + 100. Scores are based on an average daily sample size of 1315 US adults between January 15, 2024 and February 25, 2024. Figures are based on a two-week moving average. Learn more about BrandIndex.
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