The Super Bowl has solidified its status as one of the most coveted sporting events in the U.S., drawing millions of viewers across all demographics. For advertisers, it represents a colossal opportunity to secure brand leadership in their categories. Yet the effectiveness and immediate impact of advertising stunts—filled with celebrity cameos, comedic sketches, and emotional moments—remain subjects of ongoing debate.
To evaluate the Super Bowl's impact on consumer behavior, AnthologyAI analyzed data from its consumer panel, which tracks billions of behaviors across spending transactions, retail, location, ride-sharing, delivery, streaming, and more. The study compared the percentage of transactions for key brands that advertised during the Super Bowl on the day before the event and the day after.
TLDR: The impact was immediate and substantial, particularly for coffee and delivery brands, which demonstrated remarkable gains post-Super Bowl.
Key Takeaways
Immediate Consumer Response: The data shows that advertising during the Super Bowl resulted in substantial spikes in consumer transactions the day after, underscoring the effectiveness of such high-profile campaigns.
Dunkin' Wins the Ad Wars: Numbers don't lie. When it comes to capturing consumer attention during the Super Bowl, Dunkin' stood out among these brands as the clear growth winner. The legendary coffee brand showcased the effectiveness of its marketing strategy, achieving remarkable transaction increases.
Significant ROI Potential: The expected Super Bowl growth based on these brands and data set is estimated to be around 200% within a 24hr window, suggesting that businesses investing in Super Bowl advertising can expect considerable returns on their marketing spend.
