In a study of how TV advertising impacts short-term purchasing behavior on Amazon, ecommerce analytics company Profitero found Super Bowl ads prompted viewers to buy both during and after the game.
Profitero said it looked at the average market share of 120 products on Amazon from 6 to 11 p.m. ET on Feb. 2 versus Jan. 1 through Feb. 1. The products hailed from brands with Super Bowl commercials this year and were available on Amazon at the time the ads aired.
“Now that consumers buy products they see on the big screen within seconds, brands must be on the ball and make sure every facet of their digital storefront is optimized to capitalize on this demand,” said Keith Anderson, svp of strategy and insights at Profitero, in the report.
These are the five Super Bowl advertisers they determined saw the biggest gains on Amazon on Sunday:
Profitero found Coke Energy benefitted from the biggest bump on Amazon with a 197% estimated increase in market share for the 24-pack of its Coke Energy Zero Sugar drink and a 111% estimated increase for a 24-pack of Coke Energy.
The analytics firm said Coke Energy was well-positioned to convert demand from its ad as its products were featured in top search results for “Coke Energy” on Amazon leading up to and during the game. In addition, its products were well-stocked for fast delivery.
Mountain Dew, on the other hand, featured its new Mountain Dew Zero Sugar drink in its Super Bowl ad, but the brand’s products did not show up in top search results on Amazon before and during the Super Bowl. What’s more, the one listing that was featured had only three products in stock at kick-off, Profitero said.
Reese’s Take 5
Reese’s, which advertised an arguably under-appreciated candy bar, was second, with a 131% estimated increase of Amazon market share for a pack of 18 bars.
“Many brands use the Super Bowl to launch new products and jumpstart awareness and sales,” Profitero said in the report. “Hershey revitalized this beloved but lesser-known product, but added a twist by recently making it part of the Reese’s family. The attachment to the beloved Reese’s brand may be one reason why this product spiked during the Super Bowl.”
Third on the list was SodaStream, which leaned into sparkling water (and away from eponymous soda) in its first buy since 2014. The brand had a 54% estimated increase in Amazon market share for its Fizzi Sparkling Water Maker and a 118% estimated increase for a product bundle.
Profitero said the brand was able to capitalize on its Super Bowl ad more than most, thanks to a 20% off deal it ran in conjunction, which likely convinced hesitant first-time buyers to take the plunge.
In addition, SodaStream, like Coke, demonstrates brands must make sure their products are in stock and have top search positions, positive reviews and great content to convert sales, the report said.
Pop-Tarts celebrated the launch of two new pretzel products in its Super Bowl ad and it landed at No. 4 on Profitero’s list. The spot yielded a 104% estimated increase of Amazon market share for an eight-pack of its chocolate flavor and a 50% estimated increase for an eight-pack of its cinnamon sugar flavor.
That being said, Profitero said third-party sellers were higher than Pop-Tarts itself in search rankings and offered lower prices.
“The Pop-Tarts brand is under risk of being undermined by these third-party sellers who are using low-quality content and images to merchandise online,” the report said. “To better capitalize, Pop-Tarts should have run sponsored ad campaigns for its first-party products.”
Secret, which celebrated gender equality in its pre-game Super Bowl buy, rounded out the top five with a 70% estimated increase in market share for one Amazon listing and a 43% estimated increase for another.
Secret technically didn’t advertise in the game itself—the Secret Kicker spot aired during the pregame show—but the brand nevertheless saw a lift. The ad, according to the brand, “aims to spark a dialogue about the possibility of women playing at football’s highest level … [and is] the latest from Secret to prominently highlight women’s social issues.”
Honorable mentions also go to Heinz, which saw a 60% boost; Tide, which saw a 46% boost; Doritos, which was up 41%; and Planters, which saw a 35% gain.
In addition, Profitero warned against the danger of competitors who steal brand terms on Amazon before and during the game. Examples this year include Nut Harvest, which was capitalizing on the term “Planters nuts”; Every Man Jack, which was conquesting “Old Spice”; and Sir Kensington’s, which was going after “Heinz ketchup.”
“It’s hard to estimate the impact this might have had on market share gains, but it was a good awareness booster for these plucky competitors nevertheless,” the report said.