Frito-Lay and Pepsi will get the most bang for their Super Bowl ad bucks this year.
Branding consultancy Brand Keys surveyed 1,100 consumers who plan to watch the game to gauge fans’ likely response to seeing specific brands’ ads before, during and after the game. Brand Keys tabulated a “return on equity” that quantifies consumer-loyalty gains and losses from Super Bowl spots.
The formula predicts fans’ increased awareness of ads; improved esteem of brand image; and increased likelihood to buy the brand.
Brand Keys’ likely winners: Frito-Lay (a “return on equity” gain of 15% for its ad spend); Pepsi (up 13%); Unilever’s Degree (up 11%); and Visa, Anheuser-Busch and Paramount Pictures’ The Longest Yard (up 10% each).
The likely losers in return on equity: GoDaddy.com (a loss of 6% on its ad spend); Novartis Ciba Vision and Consentino USA (both losing 4%); Volvo and Buena Vista Films’ The Pacifier (both losing 3%).
New York City-based Brand Keys rates consumer loyalty brands in 26 categories in its Customer Loyalty Index, published annually for the last nine years.
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