How brands are measuring Super Bowl ad success

An estimated 123.7 million people tuned in to watch the Super Bowl on February 11, making the event the most-watched single-network telecast of all time, per Nielsen. That’s good news for CBS and the football industry — and advertisers as well.

Super Bowl commercials are costly. A 30-second ad this year, according to sources, totaled $7 million. Still, many brands decided to make the investment, using the opportunity to reach new audiences or tease new products.

Many years ago, brands’ Super Bowl efforts revolved around TV. Now, with audiences interacting with Super Bowl content on various channels — linear TV, digital websites, Instagram and TikTok among them — brands are drawing out the length of their Super Bowl campaigns and repurposing the content long after the ads have aired. They see these ads as investments in building brand awareness over time, a long-term bet for bigger market share.

At the same time, brands are methodically tracking parts of their campaigns to see the direct impact on their businesses and provide reassurance to investors. With so many ways for consumers to view and respond to content, brands are using a wide range of KPIs to judge the success of their Super Bowl ads.

Here’s what three brands who ran their first Super Bowl ads in 2024 — Vuori, Salomon and Nerds — took into account.


  • Ad title on YouTube: “A New Perspective on Performance Apparel”
  • Super Bowl ad length: 30 seconds
  • Ad’s main KPIs: Web traffic and brand awareness

Athleisure brand Vuori turned around its Super Bowl spot in less than a month, founder Joe Kudla told Modern Retail. The brand, which is in the midst of opening 20 to 25 new stores a year, had run TV ads for years. It sees TV as a valuable marketing

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Lewis Silkin – Ads & Brands Law Digest: December 2023

Advertising and marketing

ASA consults on restrictions for “less healthy” foods

The ASA is consulting on the implementation of new rules further limiting food and drink advertising to children on TV, and in on-demand programme services (ODPS) and paid online ad media.

New rules are due to come into effect from October 2025. They will prohibit ads for identifiable less healthy products from being included in Ofcom-regulated TV services and ODPS between 5.30am and 9pm, and from being placed in paid-for space in online media at any time. Less healthy products are a subset of products classified as high fat, salt or sugar, which have been subject to dedicated restrictions in the UK Advertising Codes since 2007. The less healthy product rules will form a new tier of rules in addition to CAP and BCAP’s existing HFSS rules.

The consultation covers three areas:

  • guidance to accompany the new rules;
  • transposition of the legislation into new UK Advertising Code rules for each of the restrictions; and
  • technical updates to the existing rules to ensure interoperability of the less healthy product rules with the existing rules on HFSS advertising.

The consultation ends on 7 February 2024.

For more information, see here and here.

CAP and BCAP review rules on targeting of cosmetic interventions

On 25 November 2021, CAP and BCAP introduced new rules that prohibit cosmetic interventions advertising from being directed at under-18s. The targeting restrictions came into effect on 25 May 2022 after a 6-month implementation period. The targeting rules essentially require that:

  • Ads for cosmetic interventions must not appear in non-broadcast media directed at under-18s;
  • Such ads must not appear in other non-broadcast media where under-18s make up over 25% of the audience; and
  • Broadcast ads for cosmetic interventions must not appear during or adjacent to programmes commissioned for,
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How Advertising Missteps Show Brands A Better Way Forward In 2024

Brands discovered in 2023 that purpose could be divisive like political platforms.

Chick-fil-A, a company built on Christian values, found itself simultaneously shunned by the left for its past stance on LGBTQ+ issues and by the right for its recent commitment to diversity. This wasn’t an isolated incident. From clothing chains to coffee shops, brands with purpose-driven messages stumbled into unexpected minefields, their attempts to connect with consumers backfiring spectacularly.

Brewing company Heineken similarly faced backlash from all sides of the political arena with its purpose-driven foray into sustainability marketing. On the right, the company’s new zero-waste packaging was mocked by right-wing personalities for using “woke buzzwords.” And, despite having good intentions to reduce plastic waste, Heineken’s attempt to capture more progressive Gen Z consumers sparked cries of virtue signaling on social issues unrelated to its core beer products.

Divided Society And Plunging KPIs

As controversies engulfed one high-flying brand after another, several systemic impediments emerged behind the scenes thwarting purpose-driven marketing’s potential. From Bud Light sparking ire with a transgender influencer partnership to Gucci fumbling its North American sales with missteps on social issues, companies striving for a higher purpose appeared unprepared for the divisiveness of a society driven by political partisanship, culture wars, and constant social media amplification.

Bud Light’s inauthenticity triggered boycotts that dethroned it from the top U.S. beer spot and sent parent company AB InBev’s revenue plummeting 13.5%. Meanwhile, Target’s cautious retreat from some Pride support sparked accusations of abandoning core

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FTC recommends brands avoid “blurred advertising” when marketing to kids

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The Federal Trade Commission is worried about blurred lines. No, not that one. It’s worried about how “blurred advertising,” or ads that don’t clearly look like ads, could impact kids.

Last week, the FTC released new recommendations for advertisers to more clearly distinguish between entertainment and ads.

While many advertisers might love an immersive, contextual, dare we say organic environment, the FTC is concerned that children may struggle to tell the difference between what’s just content and what’s a paid advertisement, “potentially leading to deception, as well as physical, psychological, financial, privacy, and other harms,” a post about its recommendations reads.

Its advice? Don’t do it. “The best way to prevent harms stemming from blurred advertising is to not blur advertising. There should be a clear separation between kids’ entertainment and educational content and advertising, using formatting techniques and visual and verbal cues to signal to kids that they are about to see an ad,” the post notes.

The commission provided some suggestions on how to avoid this blurring. For instance, it suggested including written and verbal disclosures that can help signify that something is an ad, pointing to lines such as, “We will be right back after these commercial messages.”

The FTC also suggested that stakeholders “work together to create and use an easy-to-understand and easy-to-see icon to signal to kids that money or free things were provided to the content creator to advertise the product.”

The recommendations extend to nearly all channels, from video to social media to gaming platforms. According to a stat cited in a paper that the FTC compiled on the topic, some teenagers may see

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Brands ARE Missing OUT ON Profits AND Current market SHARE Expansion BY NOT Participating Properly WITH Assorted COMMUNITIES & MEDIA Attributes, According TO Analysis FROM Direct Digital HOLDINGS

Virtually 90% of Varied / Multicultural People Report Having Favourable Motion as a End result of a Marketer Purposefully Investing in Their Communities, Such as Switching Brand names

Majority Cite Much more Favorable Emotions About Models That Market in Assorted / Multicultural Media 4 in 10 Far more Possible to See Adverts on Those Qualities When compared with Mainstream Media

HOUSTON, Feb. 14, 2023 /PRNewswire/ — Direct Digital Holdings, Inc. (Nasdaq: DRCT) (“Direct Electronic Holdings” or the “Corporation”), a major marketing and marketing and advertising technological know-how platform operating via its corporations Colossus Media, LLC (“Colossus SSP”), Huddled Masses LLC (“Huddled Masses”) and Orange142, LLC (“Orange142”), these days launched a new whitepaper, Bucks & DEI: Multicultural Consumers’ Insights on Brands’ Media Purchasing and Promoting Procedures. The findings expose that models, at a time of economic uncertainty, are at this time lacking out on substantial income and current market share development options – and jeopardizing potential expansion – due to a lack of suitable and purposeful concentrate on the Black, Hispanic / Latin, AAPI and LGBTQIA+ communities.

The whitepaper centers on distinctive investigate, commissioned by Direct Electronic Holdings and conducted by Horowitz Analysis. An in-depth survey, the outcomes highlight the perspectives of assorted / multicultural individuals, a team that contains two-fifths of the American consumer market place, but has not had proportionate focus from the promoting organization. 

The investigation tapped 1,342 U.S. older people 18+ from the Black, Hispanic / Latin, AAPI and LGBTQIA+ communities to share their attitudes and behaviors in gentle of the promoting world’s scattershot diversity initiatives.

In accordance to the conclusions, almost 90 per cent of assorted / multicultural consumers report using action because of a corporation investing in their community, which include telling other folks about the manufacturer, sharing their help on social

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Travel brands’ Super Bowl plans, future marketing strategies as demand softens

Chasing the waterfall

Some travel and tourism brands—including Alaska Airlines and Priceline—are skipping national Super Bowl ad buys in favor of a more targeted approach, including regional buys, pre-and post-game spots, brand partnerships and market activations. Compagnone dubbed this as tapping into the “waterfall effect” of the Big Game, in a reference to the massive amount of attention it gets.

“The travel industry at its core is finding more targeted, less cost prohibitive methods in advertising and marketing more broadly, but specifically around the Super Bowl,” Compagnone said. is returning to the Super Bowl for the second year in a row in continuation of its Booking.yeah campaign. The online travel agency, which is owned by Booking Holdings and counts Kayak, Priceline and Open Table as sibling brands, will work with creative agency Zulu Alpha Kilo for the first time. While online travel agencies such as rival Expedia are well known in the U.S.,, which started in Europe, has to play catch-up here. Booking Holdings Executive VP and Chief Financial Officer David Goulden spoke about this recently at an investor conference.

“In the U.S., we still recognize, whilst we’re gaining lots of share, we have some brand awareness [to] try and build,” he said, according to a transcript, noting that the brand is now spending more on awareness marketing in the U.S. than it has historically. He also said that last year’s Super Bowl spot, which starred actor Idris Elba and heralded a yearlong campaign, generated “decent” results in terms of awareness and financials.

“For them to continue brand-building for a U.S. audience might make sense,” said Sileo about’s Super Bowl spot.  

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