On average, over 100 million people are glued to their screens for almost 6 hours on Super Bowl Sundays; an American ritual that has been followed for over 55 years.
While the Eagles, Chargers, Giants, and Chiefs eye the NFL championship, brands like Doritos, Rocket Mortgage, and Amazon eye the attention of these 100 million people. Super Bowl Sunday is as big a game for the brands as it is for the NFL teams.
Super Bowl LVI (2022) had approximately 44 minutes of national ad time wherein brands, collectively, spent over $545 million averaging $6.5 million per 30-sec slot, to sell and promote their brands. What used to be a $37,000 spot back in 1967 is now selling for over $7 million for Super Bowl 2023.
Fox, the host network of Super Bowl 2023, has sold 95% of its inventory selling some 30-second spots for as high as $7 million.
With almost one-third of America watching the event and millions of dollars spent on buying the spot and creating the ad, the stakes for the advertising brands could not be higher.
The outcome of this high-stake event relies heavily on the overall performance of ad creatives. And every creative variable of the ad; from copy to colors and music to emotions, has a direct impact on its success.
Brands like AB InBev have a tried and tested formula for creating their Super Bowl ads that include telling heartwarming stories – their Puppy Love ad is one of the most iconic ads to ever air during the Super Bowl. Whereas other brands spend a lot of money experimenting with several types of music, casting, stories, copies, and more.
To dive deep into understanding the exact impact of these variables on the success of Super Bowl campaigns and help brands create effective campaigns, we analyzed the top 10 and bottom 10 ads of 2020, 2021, and 2022 on Incivus, a creative intelligence platform built on the strong pillars of AI, computer vision, and consumer behavior data.
For ease of understanding and consuming the insights and findings from our analysis, we have divided them into 4 extensive reports as follows:
1. Edition 1: Attention
Our first edition of the Super Bowl Deep Dive report revolves around the attention trends of brand and product presence in the ads.
Here is what you can expect from the report:
- How to optimize attention on product and brand to improve recall
- Impact of colors and themes on attention
- Attention trends across different industries
2. Edition 2: Music & Character
The second edition of the Super Bowl Deep Dive report revolves around how to best utilize the potential of creative variables like music and characters while creating Super Bowl ads.
Here is what you can expect from the report:
- A deep dive into understanding if celebrities add any tangible value to Super Bowl campaigns
- Which are the right genres of music for different industries?
- Learn from common trends discovered in top & bottom 10 Super Bowl ads
3. Edition 3: Emotions
The third edition of the Super Bowl Deep Dive report revolves around understanding the emotional language Super Bowl viewers are used to seeing in the ads.
Here is what you can expect from the report:
- Find out which visceral human emotions helped brands reach top 10
- Three emotions to stay away from while creating ads for Super Bowl
- Learn from common emotional profiles discovered in top & bottom 10 Super Bowl ads
4. Edition 4: Ad Recall & Copy
The fourth edition of the Super Bowl Deep Dive report revolves around understanding the impact of copy on ad success and what makes a Super Bowl ad memorable.
Here is what you can expect from the report:
- Find out the impact of various kinds of frames on ad recall
- Dive deep into the contents of most and least memorable frames
- Learn if ad copy has any direct impact on storytelling or ad success
Soon, we will be releasing our final report, Super Bowl Sunday wherein we are bringing insights from all four editions together for an overarching understanding of the secrets behind the success of Super Bowl ads. To stay updated, scroll down and subscribe to our newsletter or drop a hi at marketing@incivus.ai.
