Survey: Super Bowl Ads Not Effective in Influencing Consumer Behavior

Clydesdales and puppies. 1984’s display-shattering hammer toss. Grannies demanding, “where’s the beef?” These photographs reign as some of the most legendary Tremendous Bowl advertisements of all time. But as heartwarming, entertaining, or humorous as they may possibly be, do these spots in fact impact purchaser habits? 

In accordance to a recent study carried out by my crew at Mitto, they do not. Fewer than 1 in 4 customers (23%) said they are possible to acquire a item immediately after watching its Tremendous Bowl advert, questioning the multimillion-dollar investments in output and airtime.

We also uncovered that although marginally additional men (27%) than ladies (19%) had been most likely to be motivated by these grand brand name awareness campaigns, equally teams reported ongoing personalized communications were extra successful in swaying their invest in conduct. In truth, the outcomes indicated that normal immediate call with a brand name — by means of text concept, e-mail, or social media — was 17% far more efficient in prompting a buy. 

Individualized interaction with shoppers is a extra affordable way to affect them. Provided the present financial uncertainty, brand names who pull out all the stops, investing thousands and thousands of dollars for a Tremendous Bowl advert, may possibly end up regretting the determination. 

Omnichannel communications are significantly far more cost-productive than a Super Bowl advert, and they are more profitable in escalating buyer paying. Personalised touchpoints, this kind of as exclusive presents, result in a additional favorable perspective of a model for practically fifty percent (44%) of the shoppers surveyed. Tailored communications are primarily successful with gals, who were being 25%  a lot more most likely to invest in a merchandise centered on this form of get hold of than guys. 

In addition to currently being really value-effective, omnichannel advertising campaigns can assistance makes goal precise consumer segments. For illustration, a household furniture outlet could design distinct strategies for demographics these as expectant mom and dad or the latest homebuyers, just about every of which could probably be searching for furnishings with gives that match their scenario. 

This isn’t to say, on the other hand, that brands’ expense in large-scale advert campaigns is for absolutely nothing. Two-thirds (62%) of individuals surveyed value humorous Tremendous Bowl adverts, with 70% saying humorous places guide them to look at a brand name favorably. If the title of the advertisers’ activity is to raise model awareness, an amusing spot can be cash effectively expended. 

Brand names can attain each awareness and purchase intent by which includes appropriate information in that humorous advertisement. 7 in 10 respondents (71%) stated they would be somewhat or quite likely to make a invest in as long as the professional was entertaining and on-manufacturer in terms of product or service info. 

But if the target is simply just to influence buyer actions, convincing them to go to the keep or bounce on line to make a acquire, there are more strategic approaches to reallocate the price range to attain better results.  

— Laura Apel, Senior Vice President Marketing and advertising, Mitto