DISQO RANKS THE MOST PERFORMING BIG GAME ADS

1. TurboTax

2. Amazon Prime Video

3. Peacock

4. Crypto.com

5.Nissan

6.Toyota

7. Google Pixel

8. Coinbase

9. DraftKings

10. Michelob Ultra Organic Seltzer

Advertising in the biggest live event of the year is a big issue for any brand, disruptor and venerable Big Game regulars,” said Armen Adjemian, co-founder and CEO, DISQO. “Our platform allows advertisers to go beyond subjective analysis of creativity and buzz to find out what really drove the ball in their business. It helps our clients understand how and why ads drive customers further in their buying journey.”

The winning category of the night was streaming services, powered by Peacock, owned by NBCUniversal, AMC+, Amazon Prime Video, Disney+ and Netflix. With access to big-name celebrities and new content to promote, streamers collectively scored an impact score of 46.

Many observers have called this year’s Big Game a “crypto-bowl” due to the influx of new financial services platforms advertising in-game for the first time. These advertisers included Coinbase, Crytpo.com, eToro, FTX, and BitBuy, a Canadian crypto exchange that ran an ad during the Canadian broadcast. Bud Light Next also made reference to NFTs and TurboTax announced its agreement with Coinbase to allow direct deposit of tax refunds in cryptocurrency. Considered a separate category, crypto ranked number 4 in a ranking of categories by impact, and finance was number 3.

Rank

Category

Avg. impact score

1

Streaming Services

46

2

Telecom

40

3

Financial

36

4

Crypto

34

5

Entertainment

32

6

Auto

31

seven

Movies (not streaming)

29

8

consumer packaged goods

22

9

To travel

21

ten

Retail

19

11

Technology

18

“A funny celebrity ad can be remembered and appreciated, creating a brand halo for a while, but marketers want the holy grail, and that’s brand affinity and driving people to celebrity activities. deeper funnel,” said Anne Hunter, Study Architect and VP Product Marketing, DISQO. “Veteran Big Game advertisers know how to identify their brands early in their spots to drive impact. This year’s study showed that identifying brands in the first seconds of the ad got results – at the both from a brand and performance perspective.”

Methodology
DISQO passively measured the online behaviors of 19,612 American adults from February 6, 2022 through February 14th, studying search behavior and site visits related to this year’s Big Game advertisers. DISQO also surveyed 13,939 adults, including those who watched the game and those who did not, to support analysis of the impact of advertising on behaviors and attitudes. DISQO audience members are rewarded for passively sharing desktop and mobile behaviors and participating in surveys, all in a fully transparent and 100% consented approach, enabling unparalleled understanding of brand experiences across all platforms. platforms and throughout the consumer journey. To develop the ranking, each advertiser was assigned an impact score based on two factors: ad recall and improvement over pre-game digital behaviors. These scores were then combined to arrive at a total impact score for each brand.

Get DISQO’s full Big Game IMPACT 2 report delivered to your inbox here.

About DISQO
DISQO is a customer experience platform for gaining insights into what people think and do across brand experiences and consumer journeys. Connecting brand sentiment and results from a single source, DISQO enables clients to deeply understand their customers and create competitive advantage. DISQO’s platform is built on comprehensive, permission-based consumer data. Founded in 2015 and based in Los AngelesDISQO is recognized as a fast growing technology company and a great place to work, now with over 400 team members.

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