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Foreign auto brands step into the void left by Detroit’s Big Three while brands including T-Mobile and e.l.f. reunited sitcom casts demonstrating nostalgia and celebrity power
Report: New Blockbusters, Volkswagen, Poppi, and Temu Win Most Effective Super Bowl LVIII Ads
KCSA for EDO
edo@kcsa.com
EDO, the TV outcomes company, today released a complete ranking of national Super Bowl LVIII ads, awarding Disney’s Deadpool & Wolverine, Universal’s Wicked, and Volkswagen with the most effective spots of the night. EDO scored all Super Bowl LVIII ad airings from pre-kick to post-game to identify the top-performing spots across major categories including alcohol, automotive, sports betting, streaming, and more. The ranking, produced for the ninth year, is scored using real-time, consumer engagement data that is proven to predict business outcomes across categories.
“The Super Bowl is the pinnacle of TV advertising, offering brands an unmatched opportunity to captivate a mass audience and drive engagement behaviors that are most predictive of future sales,” said Kevin Krim, President & CEO, EDO. “Brand marketers know they need to drive awareness, consideration and loyalty, but they also know a high-stakes investment like the Super Bowl demands an outcome that predicts sales lift. This year, Volkswagen, Poppi, Dunkin’ and Hollywood studios can be confident that their ads will drive their businesses forward.”
MOST ENGAGING SUPER BOWL LVIII AIRINGS
According to EDO’s proprietary brand performance data, the top ten Super Bowl ads that drove the greatest online engagement include:
BIG GAME TRENDS
Super Bowl LVIII is only the second Big Game ever to go to overtime, and the competition was just as thrilling between the ad breaks. This year, brands reunited our favorite TV casts, tugged at our heartstrings with inspiring stories, and introduced new products with style that only the Super Bowl can bring.
Here are the five key trends that played out in the battle for Super Bowl ad effectiveness supremacy:
Find EDO’s complete ranking of Super Bowl LVIII ads at EDO.com/SuperBowl. Learn how your brand stacked up against competitors by downloading EDO’s Share of Search infographics across 10+ categories.
How we rank the ads
For the ninth year, EDO has scored every Big Game ad based on incremental online activity for an advertised brand or product immediately following an ad airing. Each Super Bowl ad performance is indexed to the median-performing in-game spot, such that the median airing is scored at 100. Data in this release is preliminary and subject to slight adjustments based on EDO’s final Super Bowl analysis.
About EDO, Inc.
EDO, Inc. is the TV outcomes company — a leading platform measuring predictive behaviors driven by Convergent TV advertising. By combining real-time engagement signals with world-class decision science, EDO data maximizes creative and media performance. We work with modern marketers at leading brands, TV networks, entertainment studios and ad agencies. EDO's investment-grade data aligns advertising investments to business results — with detailed competitive, category, historical and predictive intelligence. For industry intel, success stories and top ads, visit EDO.com.
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