The Super Bowl has become an advertising contest periodically interrupted by a football game, so the question after last Sunday's Super Bowl XLIX is: Who won?
For all the likes and shares and tweets and tears, what a commercial really is supposed to do is sell products. Nine auto brands shelled out major bucks to speak to a big audience; how did the companies do? Not well, as it turns out.
AdAge quotes results from market research firm YouGov, which measured purchase consideration both before and two days after the game. (YouGov also measured flakier matrices like "buzz" and "word of mouth," but we'll stick with what actually counts.) Only one automaker, BMW, got results that put it into the top 10 Super Bowl advertisers—in the number nine spot—raising its purchase consideration by just shy of 20 percent.
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- BMW i3 Full Research: Review, Specs, Photos, Pricing
The number-one advertiser for increased purchase consideration? McDonalds's. Maybe the car companies would have done better if their spots had promised that shoppers could pay for their new ride "with lovin'."
from Car and Driver Blog http://ift.tt/nSHy27
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