Did the ads actually make a difference?
The Impact of Super Bowl LI Ads on Consumer Behavior
Bringing together Cuebiq’s anonymous enriched data from more than 50 million users on 160 partner apps and Jumpshot’s clickstream data of its 100 million global consumer panel, the study analyzed consumers’ in-store visits and online activity between Jan. 30, 2017, and Feb. 12, 2017, for several leading brands that advertised during Super Bowl Ll.
The companies analyzed in the study include auto brands Alfa Romeo, Audi, Buick, Ford, Honda, Hyundai, Kia, Lexus, and Mercedes-Benz, quick-service restaurant brands McDonald’s, Wendy’s and KFC, and telco brands Sprint and T-Mobile.
Among the study’s key findings:
- Was there an uplift in online traffic traffic the week after the Super Bowl vs. the prior week?
- Was there an increase in dealership visits following the big game, for the brands which advertised?
- Did consumers in cities such as NYC and LA behaved consistently with the nationwide trends?