Superbowl ads from 2014 had two main themes - tugging on heart strings with voiceovers and attempts to relate causes to brands. There was also a new technique of pairing ads one after another, as used by several advertisers like Wonderful Pistachios.

1. 2014
Superbowl Ads
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci .com
January 2014
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Augustine Fou

2. Fans’ Vote - Products
Which ONE of the following Superbowl 2014 ads MOST compels
you to buy the product advertised?
Dorit
os "Cow #1 21.0% (+3.1 / -2.8)
boy
Kid"
M&M
s#2 15.1% (+2.8 / -2.4)
"Deli
very"
Bud
Light
#3 14.5% (+2.7 / -2.4)
"Epic
Night
"
Chee
rios #4 12.7% (+2.6 / -2.2)
"Gra
cie"
Subw
ay "Frito
s
#6 10.4% (+2.4 / -2.0)
Chick
en
Enchi
lada"
Butte
rfinge
r#5 10.6% (+2.5 / -2.0)
"Cup
Ther
apy"
Chob
ani #7 8.5% (+2.3 / -1.9)
"Bear
"
Hein
z#8 7.1% (+2.0 / -1.6)
"Hum
"
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custom research
N=1,006
Augustine Fou

3. Fans’ Vote - Celebrity
Which ONE of these ads do you think "won" the Superbowl?
Tim Tebow - T-Mobile
#1 18.2% (+5.8 / -4.7)
"No Contract"
Scarlett Johansson #4 15.4% (+5.3 / -4.1)
Soda Stream
Ellen Degeneres #2 13.7% (+5.0 / -3.8)
Beats Music
Stephen Colbert #3 13.3% (+5.2 / -3.9)
Wonderful Pistachios
Bruce Willis - Honda
#5 11.0% (+4.6 / -3.4)
"The Hug"
Laurence Fishburne #7 9.9% (+4.4 / -3.1)
Kia "The Truth"
Johnny Galecki #6 10.7% (+5.2 / -3.7)
Hyundai "Nice"
custom research
N=378
John Stamos - Oikos
#8 7.9% (+4.5 / -2.9)
"The Spill"
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4. Ad Meter Top 10
Source: Ad Meter via USA Today Feb 4, 2014
Company
Spot
Quarte
Score
r
Budweiser
Puppy Love
4
8.29
Doritos
Cowboy Kid 4
7.58
Budweiser
Hero's
Welcome
3
7.21
Doritos
Time Machine 1
7.13
Radio Shack Phone Call
7
Hyundai
1
6.87
General Mills
Gracie
Cheerios
1
6.75
Microsoft
Technology
4
6.65
Coca Cola
Going All the
4
Way
6.42
Pepsi
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1
Soundcheck
6.3
Sixth Sense
HT
Augustine Fou

5. Visible Measures
Source: Visible Measures via AdAge, Feb 4, 2014
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6. Unruly Most Shared
Source: Unruly Media Feb 4 2014
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7. Networked Insights
Brand conversations in social media
Source: Networked Insights Feb 4, 2014
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8. Networked Insights
Brand conversations in social media
Source: Networked Insights Feb 4, 2014
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9. Networked Insights
Brands’ “share of conversation”
Source: Networked Insights Feb 4, 2014
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10. YouGov BrandIndex
Super Bowl: Purchase Consideration Lift
Source: YouGov BrandIndex via AdAge Feb 6, 2014
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11. YouGov BrandIndex
Super Bowl: Word of Mouth
Source: YouGov BrandIndex via AdAge Feb 6, 2014
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12. YouGov BrandIndex
Super Bowl: Buzz
Source: YouGov BrandIndex via AdAge Feb 6, 2014
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13. Ace Metrix
Super Bowl: Most Effective
Source: Ace Metrix via Marketing Charts Feb 6, 2014
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14. Ace Metrix
Super Bowl: Most Memorable
Source: Ace Metrix via Marketing Charts Feb 6, 2014
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15. Ace Metrix
Super Bowl: Most Liked
Source: Ace Metrix via Marketing Charts Feb 6, 2014
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16. BrandAds Ad Effectiveness
Super Bowl 2014: Average
Source:
BrandAds Feb
4, 2014
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17. BrandAds10 in Ad Effectiveness
Super Bowl 2014: Top
Source: BrandAds Feb 4, 2014
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18. So What?
“Overall the Superbowl ads of 2014 seemed
„blah‟ but the viral amplification online and
the fact that all of the ads were released
prior to the game meant advertisers got
more „soft circ‟ than they did in the past.”
- Dr. Augustine Fou
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Augustine Fou

19. Dr. Augustine Fou – Digital Consigliere
“I advise clients on optimizing
advertising across all channels. Using
video ads to supplement or replace TV ad
spend, means we can shift towards more
detailed measurement and calculation of
ROI.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou
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@acfou
Augustine Fou

20. APPENDIX
Other Interesting Tidbits
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21. Men Liked Scarlett
Women Liked John
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22. Bud Light Liked by Young
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23. Cheerios Liked by Older Group
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24. Doritos by South; M&Ms by NE
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25. Fritos Chicken Enchilada by
Rural
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26. Equally Liked
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27. Liked by Millenials
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