Best Performing Super Bowl Ads
As marketers prepare to spend millions on Sunday, The Daily Beast analyzes which big game commercials—from tackled grannies to streaking sheep—actually worked. View the best.
Here's how the Daily Beast scored each ad's effectiveness. First, they accounted for the USA Today Ad Meter rankings for 2005-2010—an ad's likability is the first step toward getting new customers. Then they compared the share price of the parent company for the Friday before the Super Bowl to the average price the month after, modeled after a 2009 study that found a correlation between Super Bowl ads and share prices. (The majority of Super Bowl advertisers are owned by public companies; the median share price change was applied to privately owned companies.) Then, they factored in mentions of the product in major U.S. newspapers and on television news shows for the month before and after the ad aired. Finally, they included scores from the annual Kellogg Super Bowl Advertising Review, which evaluates each brand based on marketing criteria that try to translate branding into sales. All factors were weighted equally.
The opinions expressed are solely those of the author and do not necessarily reflect the views of Comcast.