{"id":23090,"date":"2026-02-17T15:41:46","date_gmt":"2026-02-17T15:41:46","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=23090"},"modified":"2026-02-17T15:41:46","modified_gmt":"2026-02-17T15:41:46","slug":"budweiser-clocks-another-super-bowl-ad-win-in-recall-report","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=23090","title":{"rendered":"Budweiser clocks another Super Bowl ad win in recall report"},"content":{"rendered":"<p><\/p>\n<div id=\"article-body-content\">\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">In the days immediately following the Super Bowl, ad industry chatter is all about which ads people loved\u2014or hated\u2014the most. But as time goes on, marketers start to get a sense of whether or not their $8-million-plus campaigns are actually driving business impact.<\/p>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">Just over a week after the Big Game, data from marketing analytics company Big Chalk indicates which advertisers may be winning in the long term, based on surveys of more than 2,000 consumers that the company ran in the 24 to 48 hours following the Super Bowl that tested recall of the commercials.<\/p>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">Budweiser, Pepsi Zero Sugar, Dunkin\u2019, and Lay\u2019s\u2014all brands that made the top 5 of the USA Today Ad Meter\u2014clocked the highest unaided awareness, according to data shared exclusively with Marketing Brew. Big Chalk defines unaided awareness as the share of people who can name an advertiser from the game without being prompted by a list.<\/p>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\"><strong>History repeats:<\/strong> Budweiser\u2019s Super Bowl supremacy continues. The AB InBev beer brand has won the Ad Meter for the past two years in a row, and it also secured the highest unaided awareness in Big Chalk\u2019s surveys in both 2025 and 2026.<\/p>\n<ul>\n<li>About 32% of respondents to the 2026 survey named Budweiser as a Super Bowl advertiser, up 10 percentage points from last year.<\/li>\n<li>Pepsi Zero Sugar, meanwhile, clocked about 20% unaided awareness.<\/li>\n<li>Dunkin\u2019 had about 17% unaided awareness, up from 9.5% last year, when the brand also came in third place on Big Chalk\u2019s list. But that\u2019s down from about 20% in 2024, when Dunkin\u2019 had the highest unaided awareness.<\/li>\n<li>Lay\u2019s came in fourth this year, with about 7.5% unaided awareness.<\/li>\n<\/ul>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\"><strong>Bright spot:<\/strong> Last year\u2019s unaided awareness results presented some cause for concern among advertisers, when the average across the top 10 on Big Chalk\u2019s list dropped slightly, from 10% in 2024 to 8.5% in 2025.<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-9b30af34-1 xBGLJ inline-subscribe\">\n<div id=\"inline-subscribe\" class=\"style__RoundedContainer-sc-bac6188c-0 jnRTsW\">\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-5791265-8 bdIWsa\">At the time, Big Chalk partner Rick Miller told us that was likely at least in part due to the blow-out nature of the game. While this year\u2019s Super Bowl wasn\u2019t exactly a nail-biter, unaided awareness among the top 10 advertisers climbed back up to 10.4%, according to Big Chalk.<\/p>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\"><strong>A little help:<\/strong> In addition to unaided awareness, Big Chalk also tested ad attribution, which the company defines as \u201cthe ability, with slight prompting, of consumers to map back a specific plot line, celebrity, or piece of creative in an ad to the brand that sponsored it.\u201d It\u2019s a metric that runs parallel to unaided awareness, according to the report, but is more tied to \u201ckey value propositions\u201d and brand messaging than brand names.<\/p>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">As was the case with unaided awareness, more consumers were able to match brands to the plot of their ads in 2026 than in 2025. Still, attribution wasn\u2019t as strong as it was in 2024, Big Chalk found.<\/p>\n<ul>\n<li>Toyota had the highest attribution score this year, with about 46% of respondents matching the brand to a description of its ad that read, \u201cgrandson takes grandfather for a ride.\u201d<\/li>\n<li>Budweiser followed, with about 44% of respondents accurately matching plot to ad.<\/li>\n<li>Bud Light came in at No. 3, with an attribution score of about 33%.<\/li>\n<li>Grubhub, Xfinity, Hims &amp; Hers, Poppi, and Pringles rounded out the top 8.<\/li>\n<\/ul>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">The average proper attribution score across the top 8 advertisers this year was about 31%, \u201cnotably ahead of last year\u2019s\u201d average score of about 22%, according to the report.<\/p>\n<p class=\"dist__StyledText-sc-5791265-8 bdIWsa\">\u201cAlthough celebrity presence is important, compelling storylines are equally as important\u2014and sometimes more so\u2014when it comes to driving proper attribution,\u201d the report\u2019s authors wrote. \u201cIf the ad\u2019s storyline is strong enough, consumers will remember the brand and remember the message.\u201d<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2026\/02\/17\/budweiser-super-bowl-ad-recall-report?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>In the days immediately following the Super Bowl, ad industry chatter is all about which ads people loved\u2014or hated\u2014the most. But as time goes on, marketers start to get a sense of whether or not their $8-million-plus campaigns are actually driving business impact. Just over a week after the Big Game, data from marketing analytics [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":23091,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-23090","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>Budweiser clocks another Super Bowl ad win in recall report | Brandiary<\/title>\n<meta name=\"description\" content=\"In the days immediately following the Super Bowl, ad industry chatter is all about which ads people loved\u2014or hated\u2014the most. 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