Booking.com achieved the highest Advertising Impact Score among all Super Bowl 2024 advertisers, a new YouGov report finds.
Dunkin’ (#2), Volkswagen (#3), Budweiser (#4), and Michelob ULTRA (#5) round out the top five. Bud Light (#10) also ranks highly, capping a strong performance from Anheuser-Busch.
YouGov’s Super Bowl 2024 advertising effectiveness report looks at 60+ brands who advertised at or around the 2024 Super Bowl, identifying 24 whose advertising had the strongest impact on Americans in the week after the game.
In addition to the Advertising Impact rankings, the report also finds that:
- 60% of Americans reported watching the Super Bowl, up from 54% in 2023 and 48% in 2022
- The Taylor Swift effect may have contributed to this lift, but 67% of Taylor Swift fans who watched the Super Bowl this year say they “always or almost always” watch the Super Bowl
- A-list celebrities made the most memorable appearances, with 63% of US Super Bowl viewers saying they recalled seeing Arnold Schwarzenegger in an advertisement, the highest of any celebrity
- 47% of Americans said something besides the game itself was their favorite part of the Super Bowl
- 22% of Americans aged 18-29 tuned into the Nickelodeon simulcast of the Super Bowl
- 15% of Americans surveyed said Usher’s performance was their favorite halftime show of the last five years
“Super Bowl ads command a $7 million price tag, but the investment has proven to deliver results,” said Nicole Pike, Senior VP Head of Sports & Gaming at YouGov. “While our report only highlights a handful of advertisers, post-game survey data suggests that the advertisers affiliated with the Super Bowl saw significant lifts in ad awareness, buzz, and purchase consideration.”
YouGov’s Super Bowl 2024 advertising effectiveness report concludes with an analysis of the top performing advertisers with men and women, finding that OREO was the top-scoring advertiser among American men, and Volkswagen performed best with women.
Download the report here.
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