Shopper search information from EDO, Inc. reveals top-performing spots, key developments and sudden standouts as 30 new advertisers make their Large Sport debut
NEW YORK, Feb. 14, 2022 (GLOBE NEWSWIRE) — For the seventh 12 months, promoting information, measurement, and analytics software program firm EDO, Inc. has scored all nationwide Tremendous Bowl advertisements to disclose which drove the strongest shopper engagement. The rankings evaluate how successfully every spot drove viewers to go looking on-line for the marketed model or product within the minutes after the advert airing.
“The Tremendous Bowl is the one most partaking TV atmosphere advertisers will see all 12 months. Our information exhibits TV viewers who noticed a spot throughout Tremendous Bowl LVI have been over thrice extra more likely to search on-line for that advertiser in comparison with on a regular basis primetime TV,” mentioned Kevin Krim, President & CEO of EDO, Inc. “EDO’s information over the previous seven huge video games exhibits {that a} single 30-second Tremendous Bowl advert can drive tens of millions of individuals to go looking and have interaction with the model on-line.”
Right here’s how the highest 10 advertisements within the recreation stacked up by viewer engagement:
A Rookie Dynasty
Super Bowl LVI saw 30 new advertisers, representing about 40% of the whole advertisers within the recreation, per NBC.
Newcomer Polestar, the Swedish automotive model, known as out its EV opponents for greenwashing and lack of transparency in sustainable practices, Polestar earned the top-performing advert, per EDO information, which carried out 23x higher than the median Tremendous Bowl LVI spot.
Coming in a detailed second in EDO rankings this 12 months is Cue Well being. Cue had the one Covid-19 associated spot of the sport. The advert options Gal Gadot lending her voice to the at-home digital diagnostic check and carried out 22.5x higher than the median Tremendous Bowl advert this 12 months.
Different rookie advertisers that had robust Tremendous Bowl advert debuts have been Meta (4x higher than the median Tremendous Bowl advert), Wallbox (3x), and Rakuten (1.3x).
Automotive Accelerates Electrical Automobile Promoting
The variety of electric vehicle (EV) TV ads have quadrupled lately, from 8,100 advert airings in 2019 to 33,000 in 2021. Now, the EV advert development has penetrated the Tremendous Bowl.
Practically each single automaker that aired a Large Sport spot featured an electrical car, and for the primary time ever, viewers additionally noticed an advert for an EV accent (Wallbox).
Kia had the subsequent most profitable EV advert, with 10.7x higher efficiency than the media performing Tremendous Bowl LVI advert.
Who Received the Crypto-bowl?
Crypto firms FTX, Crypto.com, eToro, and Coinbase all aired their first-ever Large Sport spots this 12 months — with wildly differing methods.
Coinbase took the only method, with a multicolored QR code bouncing from nook to nook (which can have some viewers flashing again to that one episode of The Office). The method labored: Coinbase had probably the most partaking crypto advert on this 12 months’s recreation, incomes 8x extra engagement than the median Tremendous Bowl LVI advert.
Coming in second is FTX (6.5x higher efficiency than the median advert) with a spot that takes viewers on a visit by time with the assured, however always-wrong Larry David.
High Movie star Appearances
The highest 10 superstar appearances that drove customers to interact with promoting manufacturers on-line embrace:
“Two opposing themes drove probably the most engagement for Tremendous Bowl LVI: newness and nostalgia. Mixed with ample star energy and humor, these themes proved to be a profitable technique for manufacturers in 2022,” Krim concluded.
Learn extra in EDO’s Super Bowl LVI findings in our Ad Ranker Report.
In regards to the Rankings
EDO scored each advert aired throughout Tremendous Bowl LVI and ranked them based mostly on the Search Engagement every generated. Search Engagement is EDO’s proprietary measure of the rise in on-line search exercise for a model or product within the minutes instantly following a TV advert airing. EDO additionally measured the Search Engagement for each superstar that appeared in a non-entertainment advert.
About EDO
EDO, Inc. is an information, measurement and analytics firm that informs media, artistic and viewers promoting investments throughout all Convergent TV platforms by measuring and optimizing for what triggers shopper conduct. The corporate is an modern chief in making use of world-class information science software program and distinctive behavioral metrics to assist its purchasers – entrepreneurs, TV networks, and companies – generate higher worth from their artistic efforts and media selections. The corporate’s dependable, investment-grade metrics align advertising and marketing with gross sales and finance, offering confidence within the efficacy of promoting {dollars} by detailed aggressive, class, historic, and predictive insights. To be taught extra about EDO, please go to: https://www.edo.com/.
Contact
KCSA for EDO, Inc.
edo@kcsa.com