Super Bowl Boosted Pepsi Buzz, but McD's Won on Purchase Consideration
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PepsiCo’s Pepsi brand notched the highest change in brand buzz thanks to the Super Bowl, but it was McDonald’s that scored best in purchase consideration and word of mouth. That’s according to YouGov BrandIndex’s annual look at pre- and post-Super Bowl metrics.
Thanks to its sponsorship of Katy Perry’s halftime show, Pepsi scored the highest change in buzz. The marketer’s only official ad in the game was a 30-second spot used to introduce the halftime show that immediately followed it.
YouGov BrandIndex, which says it interviews 4,300 people each weekday from an online panel that’s designed to be representative of the U.S. population, crunched the numbers on Super Bowl advertisers before and after the game. It found that Mercedes, Lexus and Toyota got people talking or increased the positive buzz about them more than other Super Bowl advertisers.
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