Measuring Super Bowl Ad ROI: How to Score a Touchdown

February 2, 2018 Ginna Hall

More than 100 million Americans tune in to watch the Super Bowl every year. As one of the few events watched live by a mass audience, the broadcast presents marketers with a rare opportunity to reach a huge number of consumers.

Many fans eagerly anticipate which brands will distinguish themselves with something moving, memorable or just plain wacky. In a recent survey, 55 percent of Millennials and Gen Xers and 41 percent of Baby Boomers said they would be disappointed if the Super Bowl were ad-free.

Every year, spots like Mountain Dew’s bizarre “Puppy Monkey Baby” light up social media and water cooler conversations for days after airing. Anticipation of this year’s ads is running high, with price tags to match. Sports Illustrated reports that NBC will average more than $5 million for a 30-second spot, more than twice the cost of a similar spot during the Oscars.

Many media buyers wonder whether advertising during the Super Bowl is worth the multi-million dollar investment. The cost is a daunting hurdle for all but the biggest brands. Besides the cost, multi-screen use by viewers and digital streaming are factors in figuring out the ROI of a Super Bowl ad.

Consider these statistics from a recent Super Bowl Viewership and Consumer Streaming Trends Survey:

  • 80 percent of sports viewers say they use a computer or smartphone while watching live sports on TV to do things such as searching for player stats and live scores, messaging other fans, and watching related videos.
  • During the Super Bowl, nearly half of viewers report that they will use secondary media to consume game-related content; two in three viewers will use social media
  • Game viewership via streaming services is expected to be up 45 percent from last year
  • About 60 percent of viewers users look forward to seeing the content that brands provide on their social channels in addition to the commercials.

TV Attribution Can Help Prove ROI

TV Attribution For The Win

In order to justify costly advertising investments like the Super Bowl, marketers must be able to quantify the impact of these ads on digital responses. But how can you know if a TV ad will increase the likelihood that a viewer will visit your website or purchase your product or service?

Most often, marketers measure results using unproven proxies, such as survey-based brand metrics. But these metrics can mislead marketers as to the true effectiveness of their Super Bowl investments.

Averaging just four hours long, the Super Bowl time frame is too short to measure incremental brand impact via survey-based methods.

To make the most of their investment and understand the true ROI of Super Bowl ads, marketers must adopt a more advanced measurement approach that includes TV Attribution.

TV Attribution measures the immediate impact of traditional TV ads on digital responses within minutes, hours or days of spot airing using highly accurate multi-dimensional modeling. Our solution provides granular metrics reporting by dimension (network, program, daypart, spot length, creative, geography, air date), so you can evaluate the impact of your TV buys with the same level of granularity as their digital counterparts.

TV Attribution lets marketers determine which aspects of a TV buy have the greatest impact on driving an immediate response from the exposed audience. It also gives marketers the information they need to optimize the creative rotation for each network and program to maximize response.

More Viewers Watch on Multiple Screens

How TV Attribution Works:

  • Establish minute-by-minute baseline of response activity based on historical KPI data
  • Overlay minute-by-minute TV spot impression data
  • Use multi-dimensional modeling to measure statistically significant surges in response activity

This approach supplements traditional GRP metrics that reflect TV’s influence on business outcomes, giving you a stronger position in TV buy negotiations..

Increase the Value of Your TV Spend

If you invest in TV advertising, understanding its impact on viewer behavior is a must. Whether you’re buying spots during high-profile events like the Super Bowl or targeting more niche audiences through cable networks, TV Attribution takes the guesswork out of assessing the immediate impact of your TV ads and determining which elements of your TV buys will drive the greatest digital response.

Using TV Attribution as part of your marketing strategy can give you the winning game plan at this year’s Super Bowl and all year long.

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