According to a survey conducted among consumers in the United States in February 2022, streaming services ads aired during Super Bowl LVI saw the largest average behavioral impact score - defined as a combination of ad awareness and actions undertaken after ad exposure - following the big game, with a score of 28 points. Telecom ads followed with 25 points, while financial ads completed the top three with 24 points. When it came to the average brand impact score - an indicator of ad recall following the big game - entertainment and movie ads came out on top, with 23 points each, while ads for consumer packaged goods (CPG) followed with 19 points.
Brand impact and behavioral scores of Super Bowl LVI advertisements as of February 2022, by category
(index score)
Brand impact score described by source as follows: "Each advertiser was given a complete impact score based on two factors: ad recall lift and behavioral lift compared to pre-game digital behaviors. The scores for post-game recall and digital behavior lift were combined to arrive at a total impact score for each brand." Behavioral score described by source as follows: "We surveyed 13,939 nationally-representative consumers about their awareness of the brands running commercials during the event. A test and control methodology was used to analyze the impact of the advertising on brand awareness lift. In addition, the digital behaviors of 19,612 consumers were measured to understand the actions taken after ad exposure. Digital search activity and visitation to advertiser sites immediately after the game were compared to similar behavior observed in the prior week."
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how Statista can support your business.
DISQO. (March 2, 2022). Brand impact and behavioral scores of Super Bowl LVI advertisements as of February 2022, by category (index score) [Graph]. In Statista. Retrieved October 31, 2024, from https://www.statista.com/statistics/1294756/brand-impact-super-bowl-ads/
DISQO. "Brand impact and behavioral scores of Super Bowl LVI advertisements as of February 2022, by category (index score)." Chart. March 2, 2022. Statista. Accessed October 31, 2024. https://www.statista.com/statistics/1294756/brand-impact-super-bowl-ads/
DISQO. (2022). Brand impact and behavioral scores of Super Bowl LVI advertisements as of February 2022, by category (index score). Statista. Statista Inc.. Accessed: October 31, 2024. https://www.statista.com/statistics/1294756/brand-impact-super-bowl-ads/
DISQO. "Brand Impact and Behavioral Scores of Super Bowl Lvi Advertisements as of February 2022, by Category (Index Score)." Statista, Statista Inc., 2 Mar 2022, https://www.statista.com/statistics/1294756/brand-impact-super-bowl-ads/
DISQO, Brand impact and behavioral scores of Super Bowl LVI advertisements as of February 2022, by category (index score) Statista, https://www.statista.com/statistics/1294756/brand-impact-super-bowl-ads/ (last visited October 31, 2024)
Brand impact and behavioral scores of Super Bowl LVI advertisements as of February 2022, by category (index score) [Graph], DISQO, March 2, 2022. [Online]. Available: https://www.statista.com/statistics/1294756/brand-impact-super-bowl-ads/