Super Bowl 2023
Food & Beverage special edition
The greatest advertising show ever
It is one of the most watched events in the world recording, in 2023, an average of 113.06 million viewers. The cost per 30" of commercials this year has reached the figure of 7 million dollars, who will have won the battle for attention?
Commercials analyzed
Four Food & Beverage commercials compared.
Pepsi
Duration 30"
Heineken
Duration 30"
M&M’s
Duration 30"
Pringles
Duration 30"
The results
Pepsi 77% Global Index | Heineken 71% Global Index | M&M's 70% Global Index | Pringles 67% Global Index |
ADVERTISER | CAMPAIGN | GLOBAL INDEX | ATTENTION | ATTENTION SPAN | ENGAGEMENT |
Pepsi | Great Acting or Great Taste? | 77% | 77% | 8.2 sec. | 76% |
Heineken | Ant-Man & The Wasp | 71% | 77% | 8.7 sec. | 65% |
M&M's | Maya Rudoplh | 70% | 77% | 8.7 sec. | 62% |
Pringles | Best of Us :30 | 67% | 77% | 8.9 sec. | 56% |
The attention
The Pepsi commercial generate the highest overall global index even if the level of attention was 77% in all commercials. It is above the norm of 71%, therefore it can be considered a good result.
Ad spend and efficiency
Let's see in detail how profitable the relationship between advertising investment and eCPM cost has been. The eCMP is the cost per thousand impressions that considers the attentional and emotional values to determine an economic value linked to creativity. The relationship between CPM and eCPM determines the efficiency of the campaign. Calculating an average reach of 100 million viewers and the cost for a 30-second spot is $7M, the average CPM should be around $70 (based on data extracted from an internal analysis). Assuming this data, the value of the eCPM determines the most appropriate cost for that particular spot.
COMPANY | INVESTMENT | CPM | eCPM | EFFICENCY |
1. Pepsi | € 7M | € 70 | € 57,47 | 122% |
2. Heineken | € 7M | € 70 | € 63,81 | 110% |
3. M&M's | € 7M | € 70 | € 65,40 | 107% |
4. Pringles | € 7M | € 70 | € 80,97 | 86% |
Twitter’s data confirms Pepsi commercial as winner in the Food & Beverage sector
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]
6,500
MENTIONS
122%
EFFICIENCY
Methodology
Emotiva measured the attentional and emotional response of 4 food and beverage commercials that aired during Super Bowl night. The analysis lasted two days to give people time to view the content. It was conducted in the United States of America involving about 697 people - approximately 173 for each video. You can view the results across different metrics on the dashboard and quickly highlight the video that generated the best result.
4
Commercials
697
Respondents
2
Days
View the dashboard
