Brands notoriously pay super big bucks to advertise during the Big Game, and despite the lack of action on the field (including during halftime), last weekend’s broadcast spectacle was no exception. And the big question on participating brands’ minds after the smoke clears: Was it worth it?
Consumer insights platform Suzy asked football fans nationwide how much they liked each commercial that aired during Sunday’s game. The results, powered by the platform’s on-demand network of more than one million consumers, may surprise you. Let’s take a look at Suzy’s scientific findings on the five best- and least-liked ads.
According to the platform’s always-on super panel, the five best-liked ads were:
1. M&M’s – “Bad Passengers”
2. Amazon Alexa – “Not Everything Makes the Cut”
3. Microsoft – “We All Win”
4. Pepsi – “Acting Lessons”
5. Doritos – “Chance the Rapper x Backstreet Boys”
Consumers surveyed said they least liked the following ads:
1. Turkish Airways – “The Journey”
2. Turbo Tax – “RoboChild”
3. Bon & Viv Spiked Seltzer – “The Pitch”
4. Burger King – “Eat Like Andy”
5. Wix – “Like a (Karlie) Kloss”
“The balance of power has shifted to the consumer in recent years, spawning unicorns and annihilating industries alike. If a brand doesn’t want to get sacked by customers, they can’t place bets on anything based on a hunch anymore—not a $5 million 30-second spot and not even new packaging,” said Matt Britton, founder & CEO of Suzy, in a news release. “Suzy provides an invaluable service to brands today by providing them with the real-time feedback they need to keep up with the culture, consumer sentiments, and industry innovation when making any business decision, big or small—and, ultimately, to score a touchdown every time.”
Called the “Siri for brands,” Suzy is a consumer intelligence platform that unlocks critical consumer insights to help organizations make better and more informed decisions—faster. Like having a focus group right in your pocket, Suzy brings the voice of real consumers directly to brands within minutes, so they can better understand their customers.
This survey was conducted online within the United States by Suzy on February 3, 2019 with 500 U.S. adults, ages 18 to 60. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated.
