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BizReport : Advertising archives : February 06, 2014

Study: 1/3 Super Bowl impressions lead to engagement

The biggest football game of the year - the Super Bowl - isn't so much about football anymore as advertising. But, according to one new study only about one-third of those exposed to Super Bowl ads (31.66% to 39.50%) will actually convert based on that ad.

by Kristina Knight

With Super Bowl ads averaging $4 million dollars, brands need a strong showing - both during the game and after - to recoup that investment. The study data, from BrandAds, indicates both Hyundai and Budweiser saw significant brand lift (37% to 39% increase) following the Super Bowl. Brands who did not see a good return on their investment were Chevy, Chrysler and Jaguar; other brands, like Jeep, Sonos and Sony should see a good ROI, say the experts.

Meanwhile, the Super Bowl wasn't lost on mobile viewers - or advertisers. According to new data from FlxOne many advertisers took advantage of real time bidding (RTB) options to control costs. Flat bids of $35 during the game cleared a $2.95 average CPM; before the game RTB CPMs averaged $3.48. Newspaper websites took advantage of viewers' interest by serving ads on game-relevant websites including and as well as and

One experts points to publisers' use of RTB as a trend to watch moving forward.

"Imagine being able to reap the rewards of using multiple platforms, but still maintaining a centralized approach. Being able to consolidate monitoring, reporting, and analytics in one place, but optimizing your efforts via multiple platforms could be the best of both worlds. This marriage made in cyberspace could empower agencies and trading desks to better serve their clients, advertisers as well as publishers. More value, better efficiency, and improved results are up for grabs. Will you be smart enough to reach for them?" said Matthijs Keij, co-founder and CEO, FlxOne.

Finally, eXelate's data indicates about 60% of Super Bowl viewers checked their mobiles during the game; about one-third watched with phones in-hand. Other interesting findings include:

• Mobile use increased 27% during the game
• Washington mobile users increased mobile use only 4%
• Colorado mobiles showed a decrease in mobile use of 12%
• Most checked in with their mobiles during halftime

Image via Shutterstock

Tags: advertising engagement, advertising trends, BrandAds, eXelate, FlxOne, super bowl advertising

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