Less than half of the advertisers for Super Bowl XLIX should expect consumer brand engagement from their $4.5 million spots, according to Brand Keys 13 Annual Super Bowl Ad Engagement Survey. Out of 26 brands known to be advertising during the Big Game, just 12, or 46 percent, are expected to garner brand engagement, lower than the average of 50 percent.
"You can do the most creative work and have a billion shares, but that doesn't mean someone is going to start buying these brands' products," said Robert Passikoff, founder and president of Brand Keys.
According to Passikoff, brands want the Super Bowl spots to have a large audience, be creative, generate a lot of buzz, make waves on social media platforms and, most importantly, lead to brand engagement—which creates the kind of emotional connection that can drive people to buy products.
To determine which advertisers will win over consumers after the Big Game, Brand Keys used JoopLoop social data and surveyed 2,705 adults who planned to watch the Super Bowl.
The research showed that 12 brands are poised for engagement: BMW, Doritos, Dove Men + Care, GoDaddy, Mercedes, Nissan, Paramount Pictures' film Jurassic Park, Pepsi, Skittles, Snickers, Toyota and WeatherTech.
Budweiser, Coke, McDonald's and Mophie, on the other hand, will be seen as entertaining but not engaging, according to the research.