What Super Bowl Commercial Lists Do For Brands And Audiences


Every year around the Super Bowl we see lists like these pop up: The 'Top' or 'Best' or 'Most [insert adjective]' Super Bowl Commercial(s) of All-Time/Year/Decade, etc. The main reason these lists pop-up (seemingly everywhere) is part commercial and part cultural. So why does it still matter to make a list when everyone has a different favorite Super Bowl commercial?

Brands and companies want to stay in the "conversation" so they create content around the topic of conversation (during this time it's the Super Bowl). Lists are easy fast reads, and the best ones are fun and creative. Not only that, lists make up 53% of the top performing blog posts on social and 30% of the top 25 shared content on social media (Source: Business2Community). So the main commercial motivation for a brand or company to do a list would be with the hope that it goes viral and they get a boost in engagement, followers, and exposure. From the consumer's point of view, lists give us cultural feedback on what we already know and what we don't know. Lists help us organize our thoughts and feelings on a subject. Finding meaning and understanding is a part of the human experience, and Super Bowl commercials are a big part of the American experience. Although I don't really follow football or understand the rules, football has been a part of my life and continues to be a topic of conversation and interest with my friends, family, and colleagues. The Super Bowl is about having a collective group experience. I played my flute at all the football games in high school as a member of symphonic band, and when we weren't marching we were watching the games and having fun together as a group. The Super Bowl commands an average 112.2 million viewers each year, over a third of the U.S. population (Source: Census). Is it any wonder why brands advertise the hardest during the Super Bowl (Source: Nielsen)? Brands and advertisers measure a commercial's success or performance based on how effective it was in achieving certain set goals. For instance, how effective was the commercial in reaching its audience? How effective was the commercial in increasing purchase intent? Did the commercial go viral on social media? How many times was it viewed, played, shared...? And so on. If you ask me what my favorite Super Bowl commercial is, it's going to be one that I can't forget. The best commercial, or the most popular commercial, or most defining commercial for a brand is going to be the one that people can't forget. That's why I think memorability is the most important factor in assessing the performance of a commercial. I got inspired to write this post because of this tweet from a mom on Twitter:

How much a brand's profits increased because of a commercial, I think, is strongly dependent on how memorable that commercial was for the consumer. Lilly is just one of many people out there who, if you asked them what they would name their favorite Super Bowl commercial, it would be one that still sticks with them to this day.

Creating memorable commercial campaigns is as important as being strategic in creating effective commercial campaigns and a successful brand legacy.

Nielsen uses two indexes for measuring the effectiveness of a Super Bowl commercial, one is the memorability index and the other is the like ability index (Source: MarkingCharts.com). Like Lilly, The Joy of Pepsi commercial is my favorite Super Bowl commercial too. It's memorable and makes you feel like dancing too. Also, I'm a girl so I'm going to naturally gravitate to something more girly, and I'm also a fan of Britney Spears. The production and choreography is great as well. So why does it still matter to make Super Bowl commercial lists? Memories. Advertisers and brands understand the power of emotional branding, and remembering what their target audience grew up watching and enjoying allows them to better understand how to create a campaign that plays on those memories, so that we associate the brand with the good feelings we associated with the memory. In the case of Super Bowl commercials, we all have a different favorite but we bond over the discussion of all of them. That's how we further connect as a society, through shared experiences and conversation.


If you'd like to read the original post, visit Stephanie's blog

Tuesday, August 06, 2019 Geoffrey Pyrzynski News 87
The Dangers Of An Over Optimized Website Today there are many different options that you hear about to help make your website faster and more appealing to humans. No one likes a slow website, but how fast is too fast ? Is there a limit or should you just keep enabling everything that you can to make your website load in the shortest amount of time possible?
Monday, July 29, 2019 Stephanie Pyrzynski News 124
2019 Colon Cancer 5k Run/Walk "Get Your Rear In Gear" Has Massive Tinley Park Turn Out July 28nd, 2019 the Colon Cancer Coalition hosted its eleventh annual "Get Your Rear In Gear" 5K Run/Walk in Tinley Park.
Monday, June 10, 2019 Stephanie Pyrzynski News 222
How To Make Your Digital Measurement Better A mistake we run into time and time again with different businesses is poor measurement, whether it be with their website, social media, and/or online advertising. It's literally losing out on opportunities to tweak your user experience, make your content marketing strategy more impactful, save time, the list goes on. And this is all because there were no measures set in place to grab data from these various sources such as their website, social media, and online advertising campaigns. Here's what we do to help those businesses to better how they measure so as to be able to benchmark and be more strategic with their internet marketing.
Monday, May 20, 2019 Geoffrey Pyrzynski News 229
Is it OK to change the page text for SEO? One of the questions that we get alot is: "Is it OK to change the text of this page for SEO?" There are concerns around this, as changing the text can cause unintended consequences.
Monday, April 29, 2019 Stephanie Pyrzynski News 310
Where Your Business Is At Factors Into What Type Of Promotion You Should Try and How Much to Execute Digital has created a shift in industries, so now the way to win more business has become more exciting and unpredictable.
Thursday, March 14, 2019 Stephanie Pyrzynski News 373
How Marketing Works With Press Coverage To Boost Traffic To A Website Back in late 2016 I wrote about PR's role in digital marketing , how the two concentrations now overlap in terms of skill-sets and what they do day-to-day. But still, as I said in the article, they have distinct strengths which helps the other achieve their goal, "Where PR excels in storytelling, marketing excels in reaching and targeting." In this article I want to show, using a personal example, how the right press can help your website reach more people by using principles from PR and digital marketing.
Tuesday, February 26, 2019 Geoffrey Pyrzynski News 594
In SEO Web Design, It's OK to use No Index on some pages Usually in SEO, you want as many pages as possible to be indexed and added to the search results pages. So why use a no index tag?
Monday, January 07, 2019 Stephanie Pyrzynski News 5448
Digital Communication Today Where have you heard these before? "This is a very complicated world, it’s a very noisy world." "We live in an increasingly noisy world." The first quote was said by none other than Apple founder Steve Jobs in 1997. The second quote comes from Lonnie Mayne , President at customer experience (CX) optimization platform InMoment and founder of Red Shoes Living. I bring these two quotes up because I've been thinking a lot about what's missing in digital communication today.
Monday, December 03, 2018 Stephanie Pyrzynski News 767
A Simple Digital Marketing Strategy Goes A Long Way Marketing is a long game, a long-term commitment, not a campaign.
Monday, November 19, 2018 Geoffrey Pyrzynski News 665
What is SEO web design or search engine optimized web design? SEO Web Design is the deployment of SEO research strategy to both influence the design and development of the website. In other words, while a website is in the design phase, the SEO team is researching key phrases, content, structure, and user flow. Using the findings from the SEO research influences the design decisions of the website. SEO has to work with the technology of the website, and this means that the actual use of the website such as purchases, appointment scheduling, contact forms, user forum, etc. have to work together with the SEO findings in order to make the user experience easy and intuitive.
Monday, October 22, 2018 Geoffrey Pyrzynski News 722
Does this top metric that businesses look at "Time On Site," really matter? One of the top line metrics that businesses look at is "Time On Site", or average session duration. It's a unique value that tells you how long the average user is spending on your website. How important is this metric? In the overall business objective of increasing sales, signups, or contacts, how does this metric stack up?
Monday, September 24, 2018 Stephanie Pyrzynski News 787
The Fresh New Sponsors of Tinley Park Oktoberfest 2018, Geoffresh The weekend of September 21st thru September 23rd, 2018 the Tinley Park Chamber of Commerce hosted its second annual "Tinley Park Oktoberfest." Geoffresh sponsored the biergarten and entertainment this year, the weather was blue skies and sunshine everyday with cool and comfortable spring temperatures. The festival is aims to have something for everyone, and music and dance play a big part in the annual event. Traditional oom-pah and polka musicians entertained festival-goers, and Bavarian and German figure dancing was on display.

Signup For SEO Web Design News

Subscribe to our mailing list to read our insights on Data Driven Digital Marketing