This year, a 30-second TV commercial during the Super Bowl cost about $4.5 million. And with that hefty, record-setting price tag comes a question we hear every year: which ad did the best? Which brand made the greatest impact with their Super Bowl investment? We’d like to help answer those questions. In this study, we’ve compiled insights that reveal which brands ran the most effective Super Bowl ads based on brand lift data. We've analyzed the responses from the audience as a whole and looked at specific demographic segments as well.

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Brand Effectiveness Study
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About This Study
This year, a 30-second TV commercial during the Super Bowl™
cost about $4.5 million. And with that hefty, record-setting price
tag comes a question we hear every year: which ad did the best?
Which brand made the greatest impact with their Super Bowl
investment? We’d like to help answer those questions.
In this study, we’ve compiled insights that reveal which brands
ran the most effective Super Bowl ads based on brand lift data.
We've analyzed the responses from the audience as a whole and
looked at specific demographic segments as well.
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Abstract
Objective
Extreme Reach conducted this study to determine the effectiveness of all national advertisements
that aired during the television broadcast of the 2015 Super Bowl (NOTE: this does NOT include
pre- or post-game advertisements).
Methodology
The study was conducted across Internet-connected devices via the Extreme Reach platform and
included 46,383 Super Bowl viewers from around the United States. Proprietary Extreme Reach
brand effectiveness and audience measurement technology were also used for this study.
Participants described how likely they were to purchase a product or service from a particular
brand by choosing a single answer from five choices ranging from “very likely” to “very unlikely.”
Surveys were completed by the control group prior to the airing of the Super Bowl and by the
exposed group after they had watched the Super Bowl. Only national ads that aired between the
national anthem and the end of play were included in this study, PSAs and promotional ads were
also not included.
Findings
The percentage change in likelihood to purchase the advertised products and services, among
the exposed group, ranged from -3.30% to 23.40%.
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* This is the final analysis of this study's data. Since it's release, this study's participant
pool has grown 44.6% and the confidence level has risen from 97% to 99%.

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10%
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TOP 10
Most Effective Brands (by Brand Lift)
Measured by percentage increase in likelihood to purchase
23.43%
Furious 7
21.49%
Chevrolet
20.05%
Squarespace
19.28%
Pitch Perfect 2
18.52%
Ted 2
18.14%
Minions
16.59%
Fifty Shades
of Grey
12.70%
Bud Light
WeatherTech
11.59%
12.53%
Loctite
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Average Brand Effectiveness
Measured by percentage increase in likelihood to purchase (brand lift)
+6.87%
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Measured by percentage increase in likelihood to purchase
5%
0%
-5%
10%
15%
20%
25%
All Brands by EffectivenessFurious7
Chevrolet
PitchPerfect2
Ted2
Minions
FiftyShadesofGrey
BudLight
Loctite
Squarespace
WeatherTech
Budweiser
Dove
TerminatorGenisys
Always
McDonald's
Geico
Doritos
Sprint
Dodge
Microsoft
Skechers
AvocadosfromMexico
TurboTax
Jublia
Discover
JurassicWorld
Kia
Snickers
Tomorrowland
Coca-Cola
Fiat
Spongebob
Mophie
T-Mobile
Skittles
Mercedes-Benz
Pepsi
WeightWatchers
CarnivalCruiseLines
Nationwide
Jeep
Toyota
GoDaddy
ClashofClans
VictoriaSecret
Nissan
Wix.com
HeroesCharge
Esurance
BMW
GameofWar
Lexus
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Average across all audience segments

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Brand Effectiveness by Gender
FEMALE
Measured by percentage increase in likelihood to purchase
+7.30%MALE
+6.26%
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0%
4%
2%
6%
8%
Brand Effectiveness by Income
Measured by percentage increase in likelihood to purchase
7.71%
0-50k
5.53%
50k-100k 100k +
6.68%
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Income is shown in aggregate across age/gender

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0%
3%
6%
9%
12%
15%
12.70%
Loctite
10.76%
Always
8.31%
Dove
6.62%
Avocados
from Mexico
6.26%
Jublia
4.50%
Skittles
4.17%
Weight
Watchers Carnival
Cruise Lines Clash
of Clans
3.27% 2.91%
1.66%
Mophie
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TOP 10
First-Time Advertisers by Brand Lift
Measured by percentage increase in likelihood to purchase
Clash of Clans previously advertised during the Super Bowl pre-game

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Brand Effectiveness by Vertical
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BRAND LIFT RANK
Bud Light 16.59% 1
Budweiser 11.37% 2
McDonald’s 7.64% 3
Doritos 7.38% 4
Avocados from Mexico 6.62% 5
Food & Beverage
BRAND LIFT RANK
Chevrolet 21.49% 1
Dodge 7.24% 2
Kia 5.98% 3
Fiat 4.70% 4
Mercedes-Benz 4.10% 5
Automotive
BRAND LIFT RANK
Furious 7 23.43% 1
Pitch Perfect 2 20.05% 2
Ted 2 19.28% 3
Minions 18.52% 4
Fifty Shades of Grey 18.14% 5
Entertainment
BRAND LIFT RANK
Squarespace 12.53% 1
Sprint 7.37% 2
Microsoft 6.83% 3
Mophie 4.50% 4
T-Mobile 4.36% 5
Telecom & Technology
BRAND LIFT RANK
GEICO 7.58% 1
TurboTax 6.29% 2
Discover 6.24% 3
Nationwide 2.84% 4
Esurance -1.37% 5
Financial Services
Measured by percentage increase in likelihood to purchase
February 2015 | Final Results

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Audience Matters
The high-level rankings in this study span all age, income and gender segments to provide a broad
general comparison. An analysis of specific audience attributes reveals that some brands that
didn’t score high with the general audience achieved outstanding results with specific key
audience segments.
Luxury Automotive Brands
BMW significantly outperformed both Mercedes-Benz
and Lexus with audiences in the highest income bracket.
Mobile Games
Clash of Clans outperformed both Heroes Charge and
Game of War in aggregate. However, Heroes Charge
and Game of War performed well with viewers under
18 years old and viewers over 65.
BRAND INCOME > 150K
BMW 44.17%
Lexus 20.37%
Mercedes-Benz 8.65%
BRAND AGE < 18 AGE > 65
Heroes Charge 38.04% 23.96%
Clash of Clans 31.70% 11.41%
Game of War 17.95% 34.99%

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Extreme Reach
Extreme Reach is the leading provider of video advertising management and distribution
solutions that span TV, Digital and mobile. Thousands of brands and agencies, including
nearly all of the Ad Age 100, look to Extreme Reach to activate, measure and optimize
their video advertising campaigns across all screens and devices. The Extreme Reach
video convergence platform is the first to streamline the video advertising workflow and
unify cross-platform analytics. Extreme Reach is headquartered in Needham, Mass., with
offices in 15 cities across North America.
For more details on the study, please contact Extreme Reach at info@extremereach.com.
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