During the 2014 year, more than 108 million people tuned in to watch Super Bowl. This made Super Bowl the most watched program in the United States. Even more important is the fact that over 50% of viewers tuned in to this program in order to see the ads.
While traditional commercials are considered as a nuisance by most TV viewers, Super Bowl ads are viewed in a completely different way. TV viewers think of them as a unique form of entertainment. So the companies are known for splurging on them. That keeps the audiences eager to see the brand new Super Bowl commercial that has been talked about.
In spite of the data above, many marketers disagree with the view that Super Bowl commercials are worth an enormous price tag they cost. While this view may seem strange, it seems reasonable when one considers a hefty price tag companies paid for their Super Bowl ads in 2014. During that year, companies paid four million dollars for each 30-second Super Bowl commercial and 8 million dollars for each 60-second commercial. This money did not include the cost of production. Therefore, the price of each Super Bowl commercial exceeded five million dollars, as the cost of production for each Super Bowl commercial is at least one million dollars. In some cases, a Super Bowl commercial can cost a company as much as three million dollars.
The data above is interesting. However, the specific data for this event is even more interesting, as a number of companies have ranked Super Bowl ads in terms of their effectiveness and other factors. Ace Metrix’s analysis of 10 most effective ads seems especially compelling. This analysis took into account a variety of factors and surveyed a large number of viewers.
According to Ace Metrix’s analysis, the company that created the most effective ad is Microsoft. Its ad entitled “Empowering” has received a whopping Ace Score of 710. This is a much higher score than last year’s top-performing commercial from Budweiser. This score has also made Microsoft’s “Empowering” the second highest-rated commercial in the history of this scoring system. Number two commercial was “Puppy Love” by Budweiser. Number three commercial was “Dad’s Sixth Sense” by Hyundai. Each of these commercials scored solid 681 points. Another very high-rated ad was “Hero’s Welcome” by Budweiser.
Super Bowl commercials considered least effective were made by Bud Light and Go Daddy. “Epic Night” made by Bud Light scored only 472 points, while Go Daddy’s ad became the least effective one in 2014. It gained only 432 points and was called “Bodybuilder”. GoDaddy also had a bad fortune of producing the fourth least effective 2014 Super Bowl ad. Entitled, “I Quit”, this pathetic excuse of an ad gained only 492 points. No wonder this lousy ad was called “I Quit”.
The scores above took into account such factors as watchability, likability, information, relevance, and desire. Overall, these factors were combined to form an effectiveness score Ace Metrix calls “Ace Score”. This score aims to analyze both commercial’s appeal to a general audience and the commercial’s ability to sell a product.
Ace Metrix was not the only company that rated Super Bowl ads. USA Today rated them too.
According to USA Today, the highest-rated commercial was “Puppy Love” by Anheuser-Busch. This gave Anheuser-Busch a distinction of having 12 winning Super Bowl ads in the last 14 years. Moreover, this commercial by Anheuser-Busch was a favorite both among women and men. However, in the demographic of 18-34-year-olds, it became second highest-rated. The highest-rated commercial in that demographic was “Dad’s Sixth Sense” by Hyundai. This analysis conducted by USA Today took into account opinions from thousands of panelists across the country.