Behavioral data on attention and emotion at Super Bowl LVII
More than 70,000 fans saw the Kansas City Chiefs overcome the Philadelphia Eagles to become Super Bowl LVII winners. Not only did more people watch the game in person this year, but even more people followed from home. Around 113 million people have tuned into the game, marking a 1% increase from 2022 and the highest figure in 6 years. In fact, it was the third most-watched television show of all time, behind only the 2015 Super Bowl (114.4 million) and the 2017 Super Bowl (113.7 million). The peak viewing figures were recorded during Rihanna’s halftime show, which reached 118.7 million viewers.
These data inevitably lead us to reflect on the importance of attention and emotions analysis and how those involved in marketing can benefit.
How can we benefit from attention and emotion analysis?
Simple, behavioral data clearly tells us which content works and how we can improve it. For example, using software like EmPower you can improve marketing decisions to increase customer engagement and, ultimately, sales of your company’s products or services.
Personalization as a winning element
More and more, people expect personalized experiences. In fact, personalization is an extremely powerful way to help brands stand out in a world where the attention span is shrinking.
According to a recent McKinsey survey, 71% of consumers say they expect personalized interactions from companies and brands; and in fact, those who built effective personalization found that 76% of consumers are more likely to consider purchasing.
How to use data to make better decisions
Behavioral data uses the personalized marketing approach by providing easy access to the reasons that push a person to have a certain attitude towards a product or a brand. Attention and emotion analytics give you insights into what, where and how audiences first feel and then act – insights that are key to successful personalization.
This data can help improve marketing campaigns, for example during the most anticipated event of the year for both advertisers and sports lovers: the Super Bowl.
The value of commercials in numbers: Super Bowl LVII’s CPMs
Advertising enables companies to differentiate from competitors and to highlight their unique points through competitive advantage and brand awareness. It also stimulates competition in the marketplace which means that the companies have to improve their products and invest in creative advertising to gain the attention of the audience.
The Super Bowl is also known as “the night of advertising” in the US and also in the rest of the world; in fact, the cost of 30” of advertising is really high. In 2023, advertisers payed an average of six and a half million EUR (seven million US dollars) to air a 30-second long commercial during the Super Bowl LVI broadcast.
Breaking down ad performance
|Pepsi||77||8,20||76||€ 70,00||€ 57,47||122%|
|Heineken||77||8,70||65||€ 70,00||€ 63,81||110%|
|M&M’s||77||8,70||62||€ 70,00||€ 65,40||107%|
|Pringles||77||8,90||56||€ 70,00||€ 80,97||86%|
As you can see in the table above, Emotiva’s team analyzed four Food and Beverage commercials aired during the game. Each commercial lasted 30 seconds and the cost for every 1,000 impressions was quite homogeneous,roughly around 70 EUR (data extracted by an internal analysis).
The most efficient commercial in terms of impressions was the “Great Acting or Great Taste?” by Pepsi with an average of 122% in efficiency andthe lowest cost ataround 57,47 EUR. Not too far behind was Heineken with its “Shrinking and Drinking, Now You Can!” ad featuring Paul Rudd as Ant-Man.
Why the fuss in participating in the “Night of Advertising”
Social media analytics can give us a better understanding about why a Super Bowl spot is so important for brands. Super Bowl advertisements as a whole were mentioned on Twitter 312,000 times during the game, which equates to 1,300 mentions per minute. Roughly 40% of brands who advertised during the game brought in a hashtag associated with the campaign.
The top hashtags of the night were: #UltraClub (Michelob Ultra, 13,800 mentions), #RealOrActing (Pepsi Zero Sugar, 6,500 mentions) and #MakeItBetter (Avocados from Mexico, 6,000 mentions) – [Source: Marketing Dive].
The best Super Bowl ads last beyond that one night. They leave a long lasting impression about brands – good and bad. What really matters is whether the right audience was reached.