Brand impact & behavioral scores Super Bowl LVI ads 2022, by category
According to a survey conducted among consumers in the United States in February 2022, streaming services ads aired during Super Bowl LVI saw the largest average behavioral impact score - defined as a combination of ad awareness and actions undertaken after ad exposure - following the big game, with a score of 28 points. Telecom ads followed with 25 points, while financial ads completed the top three with 24 points. When it came to the average brand impact score - an indicator of ad recall following the big game - entertainment and movie ads came out on top, with 23 points each, while ads for consumer packaged goods (CPG) followed with 19 points.