Do Super Bowl ads spur consumer demand? Veylinx says yes

By Ryan Daily

- Last updated on GMT

Image Credit: Getty Images -	jenifoto
Image Credit: Getty Images - jenifoto

Related tags Super bowl Super Bowl LVII Marketing

Brands that advertised at the Super Bowl are seeing their efforts pay off with a 6.4% increase in consumer demand post-game based on a sample set of companies, according to recent research from behavioral research company Veylinx.

In a survey of more than 1,600 US consumers about their pre-and post-Super Bowl LVII shopping habits, Veylinx found that women drove the overall increase in consumer demands at 21%, and men only spurred a 1% increase in demand growth for the brands surveyed, including Hellmann’s Mayo, Heineken 0.0%, Frito-Lay PopCorners, Pringles, and Pepsi Zero Sugar.

Per age demographics, Gen Z watchers between the age of 18-25 were “largely unimpressed,​” and the group saw a 1% decrease in product demand, Veylinx found. 

In terms of the brands that saw the largest increases in demand, Veylinx found that Pepsi Zero Sugar demand increased by 18%, Frito-Lay PopCorners by 12%, and Heineken 0.0% by 11%. These numbers were higher among women, with Pepsi Zero Sugar seeing a 45% increase in demand and Heineken 0.0% by 40%.

But is the expense worth it?

However, given the hefty price of advertising at the Super Bowl, the question remains: Is it ultimately worth it for brands?

Veylinx founder and CEO Anouar El Haji said, “It's not really a surprise to see that Super Bowl ads improve sales, but the short-term bump alone may not be enough to justify the $7 million price tag.​”

This is further complicated by the fact that Veylinx found that non-advertisers also exhibited a slight increase in demand post-Super Bowl. Brands in the control group, which included Budweiser Zero, Popchips, Coke Zero Sugar, Kraft Mayo, and Lay’s STAX, saw demand grow by 4.2%, with Kraft Mayo and Lay’s STAX being two of the “greatest beneficiaries." 

It’s possible that the non-advertisers deployed other marketing efforts to offset or take advantage of the Super Bowl advertising — or they simply benefited from increased exposure for their categories,​” El Haji said.

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