Leading up to Super Bowl XLIX on Feb. 1, an Ad Age story details how nearly 50 ads fared in terms of consumer effectiveness during last year’s game, with Saatchi & Saatchi claiming two top ten spots for its Toyota Highlander “Joyride” (SaatchiLA) and Cheerios “Gracie” (SaatchiNY) Super Bowl ads.
Conducted by Tucson, Arizona-based research firm Communicus, which provides advertisers and agency partners with insights about consumer brand perception, the survey polled 3,000 consumers before the Super Bowl about brands that were slated to run advertising, then followed up with 1,000 of those viewers after the Big Game to gauge the impact of the ads. The company determined each brand’s Consumer Effectiveness Score (CES) ranking by multiplying brand awareness and persuasion scores.
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