It’s the biggest sporting event of the year! The Super Bowl LVII (57) will be played on Sunday, February 12, between Kansas City Chiefs and Philadelphia Eagles, at State Farm Stadium in Glendale, Arizona.
What’s more exciting than the game itself? The advertisements! More people seemingly tune in for the half-time show and advertisements than the game itself. Over the years, iconic ads from mega-corporations and startups have made their place in TV history.
Below, we present the brands whose advertisements viewers look forward to the most, based on the results of a survey conducted by Morning Consult, a leading global survey company.
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Out of the 28 brands to pick from, M&Ms rule the roost. Their popularity remains unaffected even though they had to replace their trademark spokescandies with comedian Maya Rudolph following right-wing criticism. Maya Rudolph has reprised the role of ‘Chief of Fun’ in their latest ad campaign.
The second most popular brand is Frito-Lay North America Inc.’s Doritos, while the third place goes to Kellogg Co.’s Pringles.
M&Ms, Doritos, and Pringles have a net favorability brand above 70. It’s interesting to note that these three brands are what most Americans have grown up with and yet retain their fun, whimsical branding.
Net favorability rating results from the portion of respondents who gave a favorable rating minus the portion of respondents who gave an unfavorable rating to a particular brand. M&M has a favorability rating of 78, beating out last year’s winner, Doritos, at 75 and Pringles at 70.
As you may have noticed, the toppers are all popular snack brands.
In fact, seven out of the top 10 brands are in the food and beverage category.
Alcohol brands are also stacked closely with each other in the middle of the surveyed results. Anheuser-Busch’s Budweiser features consecutively for the second year as one of the top two brands Americans usually associate with the Super Bowl. Pepsi is the other.
Sports betting outlets have not had a good rating; brands like FanDuel and DraftKings were among the bottom five on the list. Frankly, it looks like legacy brands retain the most in public memory because certain alcohol brands like Botanist Gin, Busch Light, and Cointreau also feature way down the list.
One thing that consistently features in popular Super Bowl commercials is humor. About 56 percent of survey respondents gave a thumbs up to funny ads. These ads are also the ones that people re-watch the most.
In addition to humor, star power is a perennial attraction for brands. All three top brands, M&M’s, Doritos, and Pringles, have leveraged celebrities to promote their brands for the Super Bowl. While M&M features Maya Rudolph as ‘Chief of Fun,’ Doritos has opted for musicians Jack Harlow and Missy Elliott for its ‘love triangle’ concept. Pringles has leveraged Meghan Trainor and her viral sensation ‘Made You Look’ to attract maximum eyeballs.
Along with celebrity endorsements, brand tie-ups for ads have been a big success this year.
Molson Coors Beverage Co’s first Super Bowl ad after more than 30 years splashes in with a collaboration with DraftKings. Reportedly, the interactive ad will be gamified to combine aspects of betting and drinking.
Netflix Inc has also tied up with General Motors Co; the 60-second Super Bowl ad will have comedian Will Ferrell driving GM electric vehicles against the backdrop of hit Netflix original shows.
With the younger generation having lowered interest in live sports, it is more important than ever for brands to create exciting, engaging advertisements to attract an audience and bring a return on their investment. This year, a 30-second spot is reported to cost between $6 million to $7 million. We, for one, are super excited to catch all the fantastic stories that brands tell this year. Are you?
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