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BizReport : Advertising archives : February 03, 2014

Super Bowl Winners: Budweiser and Microsoft

The actual playing during the Super Bowl may have been a let-down for many viewers, but the commercials certainly kept people entertained. According to new data just out from Dialsmith and KGW the big winners for the night were Budweiser, for both Hero's Welcome and Puppy Love, and Microsoft for their 'Empowering' commercial.

by Kristina Knight

And, of course, there were losers, too. The least favorite ads for the night included CarMax (Slow Clap) and GoDaddy's Bodybuilder ad. The data also drills down to viewers' favorite moments within the winning ads. For Budweiser's Hero's Welcome, the most poignant moment was when the soldier hugged his mom. Other ads that performed well included: Doritos 'Cowboy Kid' and Toyota's 'No Room for Boring'/Muppets.

People can still vote for their favorite Super Bowl ads here; the polls will be open through the end of the week.

Overall, however, one expert believes many brands will be disappointed in ad performance for two reasons: first, the game was a dud and many people probably clicked away and, perhaps of greater importance, some of the highest performing ads may not have resonated with viewers. He points specifically to the Budweiser/Puppy ad.

"After the ad, my wife and I wanted to adopt a puppy (as did my children) but neither of us had an urge for a beer or a Budweiser. So, although the ad generated positive emotions and wonderful associations, these had nothing to do with Bud. People may talk about it, they may send it to their friends but, because of how unconscious processes work, this will not lead to furtherance of the Bud brand or to greater sales," said Joel Weinberger, Professor of Psychology, Derner Institute of Advanced Psychological Studies, Adelphi University. "Positive emotions and wonderful associations only affect sales and behavior towards a brand when they resonate with that brand."

Meanwhile, engagor has released social media findings from the Super Bowl. According to their findings the hottest hashtags of the night were #salute (Budweiser) and #beckamforhm (H&M). About 90% of the buzz over the Super Bowl came from mobile devices (tablets and smartphones) rather than users on desktops.

Image via Shutterstock

Tags: advertising, advertising trends, Dialsmith, engagor, Joel Weinberger, Super Bowl Ad Performance, Super Bowl ad winners

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