{"id":21927,"date":"2025-01-30T05:59:04","date_gmt":"2025-01-30T05:59:04","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=21927"},"modified":"2025-01-30T05:59:06","modified_gmt":"2025-01-30T05:59:06","slug":"super-bowl-advertisers-that-passed-the-recall-test-report","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=21927","title":{"rendered":"Super Bowl advertisers that passed the recall test: report"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">Most people can\u2019t remember what they had for breakfast yesterday, never mind the brands that advertised in the Super Bowl almost a year ago. But for marketers spending big bucks on the big game, lasting brand awareness is a major goal.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">\u201cAs a CMO, you\u2019re spending so much money on these commercials, and you\u2019re in a highly competitive environment,\u201d Rick Miller, a partner at marketing analytics company Big Chalk, told Marketing Brew. \u201cYou\u2019re not just competing with other people in your category\u2026because you want people to remember what you did to build that unaided awareness further down the line.\u201d<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">With this year\u2019s Super Bowl lineup set and the game less than two weeks away, Big Chalk exclusively shared with Marketing Brew its research into some of last year\u2019s most memorable ads that could offer insights into how to measure success in 2025.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\"><strong>Be aware:<\/strong> One important metric for marketers is unaided brand awareness, aka the share of people who can remember a brand that advertised in the Super Bowl without a list to choose from.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">That\u2019s exactly what Miller asked a sample of more than 1,600 US consumers to do 36 hours after last year\u2019s Super Bowl broadcast. Nerds, which ran its first Super Bowl ad in 2024, was among the brands that performed best by that metric, Miller said. Since the brand is a Big Chalk client, Miller said he tracks its unaided awareness all year, and the firm clocked an increase of more than 50% the Tuesday after the game.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">Nerds\u2019s unaided awareness also saw an increase among people who didn\u2019t watch the game, suggesting that the spike among viewers \u201chad some halo effect\u201d on other consumers, Miller wrote in a report about the research. Part of that success had to do with timing, he told us, since the Nerds brand was \u201calready on the upswing\u201d around the time of its Super Bowl ad.<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-9efdcdad-1 iwvSXp inline-subscribe\">\n<div id=\"inline-subscribe\" class=\"style__RoundedContainer-sc-59d9816-0 hEwJGY\">\n<h5 class=\"inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\"><strong>Matchmaker:<\/strong> Increasing brand awareness isn\u2019t the only way to gauge the success of a Super Bowl campaign. Miller also tested a handful of last year\u2019s spots for \u201cproper attribution,\u201d which he said is the share of consumers who can correctly match the celebrity star or plot of a commercial with the brand behind the ad.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">Proper attribution can serve as an indication of engagement, he wrote in the report, which might be especially important for Super Bowl advertisers that already have high brand awareness. By that metric, \u201cState Farm and Arnold Schwarzenegger were the big winners\u201d last year, Miller wrote, with a proper attribution percentage of 56%.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">Doritos scored similarly, with 54% proper recall, and FanDuel, Uber Eats, CeraVe, Popeyes, and M&amp;Ms all earned scores above 37%, which Miller said was a strong percentage.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\"><strong>Bigger \u2260 better:<\/strong> The quality of the plot and popularity of the celebrity both play a role in the making of a memorable ad, Miller said. There\u2019s a 63% correlation between the quality of an ad\u2019s plot and viewers\u2019 ability to remember it, according to Big Chalk, while celebrity popularity correlates at about 50%.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">But the size of the brand hardly correlates at all, Miller said\u2014potentially good news for the more than half a dozen first-time Super Bowl advertisers set to appear in this year\u2019s game.<\/p>\n<p class=\"dist__StyledText-sc-31cb6c8c-8 eIOiAk\">\u201cIf you\u2019re a smaller brand and you can scrounge up the budget to get into the Super Bowl, and you get your story right, and you get a decent celebrity, you can do really well,\u201d he said. \u201cYou don\u2019t have to be State Farm, you don\u2019t have to be McDonald\u2019s.\u201d<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2025\/01\/28\/super-bowl-advertisers-recall-big-chalk?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\" rel=\"nofollow\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Most people can\u2019t remember what they had for breakfast yesterday, never mind the brands that advertised in the Super Bowl almost a year ago. But for marketers spending big bucks on the big game, lasting brand awareness is a major goal. \u201cAs a CMO, you\u2019re spending so much money on these commercials, and you\u2019re in [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":21928,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21927","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Super Bowl advertisers that passed the recall test: report | Brandiary<\/title>\n<meta name=\"description\" content=\"Most people can\u2019t remember what they had for breakfast yesterday, never mind the brands that advertised in the Super Bowl almost a year ago. But for\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mysourcefunding.com\/?p=21927\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Super Bowl advertisers that passed the recall test: report | Brandiary\" \/>\n<meta property=\"og:description\" content=\"Most people can\u2019t remember what they had for breakfast yesterday, never mind the brands that advertised in the Super Bowl almost a year ago. But for\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mysourcefunding.com\/?p=21927\" \/>\n<meta property=\"og:site_name\" content=\"Brandiary\" \/>\n<meta property=\"article:published_time\" content=\"2025-01-30T05:59:04+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-01-30T05:59:06+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2025\/01\/1738216744_225a90fb243e3dd108f40c526f761924cab41095-3097x2065.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"News Room\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"News Room\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=21927#article\",\"isPartOf\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=21927\"},\"author\":{\"name\":\"News Room\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4\"},\"headline\":\"Super Bowl advertisers that passed the recall test: report\",\"datePublished\":\"2025-01-30T05:59:04+00:00\",\"dateModified\":\"2025-01-30T05:59:06+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=21927\"},\"wordCount\":648,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/mysourcefunding.com\/#organization\"},\"articleSection\":[\"Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/mysourcefunding.com\/?p=21927#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=21927\",\"url\":\"https:\/\/mysourcefunding.com\/?p=21927\",\"name\":\"Super Bowl advertisers that passed the recall test: report | Brandiary\",\"isPartOf\":{\"@id\":\"https:\/\/mysourcefunding.com\/#website\"},\"datePublished\":\"2025-01-30T05:59:04+00:00\",\"dateModified\":\"2025-01-30T05:59:06+00:00\",\"description\":\"Most people can\u2019t remember what they had for breakfast yesterday, never mind the brands that advertised in the Super Bowl almost a year ago. But for\",\"breadcrumb\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=21927#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/mysourcefunding.com\/?p=21927\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=21927#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/mysourcefunding.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Super Bowl advertisers that passed the recall test: report\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/mysourcefunding.com\/#website\",\"url\":\"https:\/\/mysourcefunding.com\/\",\"name\":\"Brandiary\",\"description\":\"Latest Business and Startup News and Updates\",\"publisher\":{\"@id\":\"https:\/\/mysourcefunding.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/mysourcefunding.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/mysourcefunding.com\/#organization\",\"name\":\"Brandiary\",\"url\":\"https:\/\/mysourcefunding.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png\",\"contentUrl\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png\",\"width\":381,\"height\":100,\"caption\":\"Brandiary\"},\"image\":{\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4\",\"name\":\"News Room\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png\",\"contentUrl\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png\",\"caption\":\"News Room\"},\"sameAs\":[\"https:\/\/mysourcefunding.com\"],\"url\":\"https:\/\/mysourcefunding.com\/?author=1\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Super Bowl advertisers that passed the recall test: report | Brandiary","description":"Most people can\u2019t remember what they had for breakfast yesterday, never mind the brands that advertised in the Super Bowl almost a year ago. But for","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/mysourcefunding.com\/?p=21927","og_locale":"en_US","og_type":"article","og_title":"Super Bowl advertisers that passed the recall test: report | Brandiary","og_description":"Most people can\u2019t remember what they had for breakfast yesterday, never mind the brands that advertised in the Super Bowl almost a year ago. But for","og_url":"https:\/\/mysourcefunding.com\/?p=21927","og_site_name":"Brandiary","article_published_time":"2025-01-30T05:59:04+00:00","article_modified_time":"2025-01-30T05:59:06+00:00","og_image":[{"width":1200,"height":630,"url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2025\/01\/1738216744_225a90fb243e3dd108f40c526f761924cab41095-3097x2065.jpg","type":"image\/jpeg"}],"author":"News Room","twitter_card":"summary_large_image","twitter_misc":{"Written by":"News Room","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/mysourcefunding.com\/?p=21927#article","isPartOf":{"@id":"https:\/\/mysourcefunding.com\/?p=21927"},"author":{"name":"News Room","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4"},"headline":"Super Bowl advertisers that passed the recall test: report","datePublished":"2025-01-30T05:59:04+00:00","dateModified":"2025-01-30T05:59:06+00:00","mainEntityOfPage":{"@id":"https:\/\/mysourcefunding.com\/?p=21927"},"wordCount":648,"commentCount":0,"publisher":{"@id":"https:\/\/mysourcefunding.com\/#organization"},"articleSection":["Marketing"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/mysourcefunding.com\/?p=21927#respond"]}]},{"@type":"WebPage","@id":"https:\/\/mysourcefunding.com\/?p=21927","url":"https:\/\/mysourcefunding.com\/?p=21927","name":"Super Bowl advertisers that passed the recall test: report | Brandiary","isPartOf":{"@id":"https:\/\/mysourcefunding.com\/#website"},"datePublished":"2025-01-30T05:59:04+00:00","dateModified":"2025-01-30T05:59:06+00:00","description":"Most people can\u2019t remember what they had for breakfast yesterday, never mind the brands that advertised in the Super Bowl almost a year ago. But for","breadcrumb":{"@id":"https:\/\/mysourcefunding.com\/?p=21927#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/mysourcefunding.com\/?p=21927"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/mysourcefunding.com\/?p=21927#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/mysourcefunding.com\/"},{"@type":"ListItem","position":2,"name":"Super Bowl advertisers that passed the recall test: report"}]},{"@type":"WebSite","@id":"https:\/\/mysourcefunding.com\/#website","url":"https:\/\/mysourcefunding.com\/","name":"Brandiary","description":"Latest Business and Startup News and Updates","publisher":{"@id":"https:\/\/mysourcefunding.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/mysourcefunding.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/mysourcefunding.com\/#organization","name":"Brandiary","url":"https:\/\/mysourcefunding.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/","url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png","contentUrl":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png","width":381,"height":100,"caption":"Brandiary"},"image":{"@id":"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4","name":"News Room","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/image\/","url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png","contentUrl":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png","caption":"News Room"},"sameAs":["https:\/\/mysourcefunding.com"],"url":"https:\/\/mysourcefunding.com\/?author=1"}]}},"_links":{"self":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/21927","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=21927"}],"version-history":[{"count":1,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/21927\/revisions"}],"predecessor-version":[{"id":21929,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/21927\/revisions\/21929"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/media\/21928"}],"wp:attachment":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=21927"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=21927"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=21927"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}