Not all programs are right for all brands, even if it happens to be the Super Bowl. The 8th annual Super Bowl Engagement Survey, conducted by Brand Keys, Inc. (www.BrandKeys.com), a New York- based brand and customer loyalty research consultancy, predicts the monetary return advertisers will get on their advertising investments in the Super Bowl.

“More and more, clients want to know more than ‘was their ad seen,’ and with 30-second spots selling for $2.5 million – $2.8 million, this is a whole new ballgame. Brands like Pepsi, which has advertised on the Super Bowl forever, have decided there are more effective media venues,” noted Passikoff, founder and president of Brand Keys.

Does the ad buy actually lift the brand?

A survey was conducted among a national sample of 1,350 men and women, 18 – 65 years of age. It measured respondents’ reactions to brands in that medium’s context, and is a reliable predictor of future brand purchase. “Think of it as identifying how the media reinforces, or in some cases degrades brand values,” said Passikoff, founder and president of Brand Keys.

Which advertisers will be most likely to get the highest return on their Super Bowl ad investments?

“What you want to see is a minimum of seven points added to your brand to ensure you’re getting a real return on a very expensive investment,”  said Passikoff.

Engagement assessments are separate from how many eyeballs were watching and are a reality check that lets advertisers know how super their media buys actually are, and it can be done before signing a check. “It has nothing to do with ‘being watched’ or of consumers ‘being aware,’ and has everything to do with being emotionally engaged with the brand,” noted Passikoff. “That’s vastly different from just being entertained. A laugh is not an acceptable return on an investment of this size.”

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Visit www.BrandKeys.com for company background

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Wednesday, February 3rd, 2010, 7:38 am   |   Advertising, Branding  |  RSS feed |  Respond  |  Trackback