Brand impact Super Bowl ads 2022

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.

Brand impact and behavioral scores of Super Bowl LVI advertisements as of February 2022, by category (index score)

Characteristic	Average brand impact score	Average behavioral score
-	-	-
-	-	-
-	-	-
-	-	-
-	-	-
-	-	-
-	-	-
-	-	-
-	-	-
-	-	-
-	-	-

Download

Source

Show detailed source information?

Already a member?

Source

Use Ask Statista Research Service

In cooperation with

Release date

March 2022

More information

Region

United States

Survey time period

February 6 to 14, 2022

Supplementary notes

Brand impact score described by source as follows: "Each advertiser was given a complete impact score based on two factors: ad recall lift and behavioral lift compared to pre-game digital behaviors. The scores for post-game recall and digital behavior lift were combined to arrive at a total impact score for each brand."
Behavioral score described by source as follows: "We surveyed 13,939 nationally-representative consumers about their awareness of the brands running commercials during the event. A test and control methodology was used to analyze the impact of the advertising on brand awareness lift. In addition, the digital behaviors of 19,612 consumers were measured to understand the actions taken after ad exposure. Digital search activity and visitation to advertiser sites immediately after the game were compared to similar behavior observed in the prior week."

Citation formats