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See below for a sneak peek of the top 10 brands by overall brand equity growth.
Our second annual Brand Bowl index measures the change in brand equity – the perceived value of a company based on its reputation with its audience – from pre- to post-Super Bowl for companies who confirmed their intent to run ads by February 11, 2022.
Our index quantifies the impact of each company’s advertising investment on their overall equity score. We rank which brands saw the greatest lift in overall brand equity, and across its four components: momentum, consideration, quality, and familiarity, after Super Bowl LVI. Brand equity data was pulled from QuestBrand, an industry-leading brand management tool.
Additionally, the report features an Ad Recall Tracker which ranks the top Super Bowl ads by % recall, % favorite, and categorizes each ad by tone.
Brand Bowl Index: Brand Equity Growth Top 10
What Else Will You Find Inside?
This year’s advertisers looked towards the future, showing a cultural shift towards a new age of technology and new lineup of players. Standard gas-powered cars took a backseat to electric vehicles, we got a glimpse of the elusive Metaverse, and Bud Light Next incorporated the largely misunderstood world of NFTs into their ad. Rising industries, sports betting and crypto, took the spotlight, as they worked to enter the mainstream American conscious, and attract new users on advertisers’ biggest night. See our first annual Brand Bowl report.
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Brand Bowl 2022 Ad Tracker: Avocados From Mexico
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Brand Bowl 2022 Ad Tracker: Cheetos & Doritos
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Brand Bowl 2022 Ad Tracker: Kia
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Brand Bowl 2022 Ad Tracker: Lay's
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Brand Bowl 2022 Ad Tracker: Crypto.com
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Brand Bowl 2022 Ad Tracker: T-Mobile
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Brand Bowl 2022 Ad Tracker: BMW
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Brand Bowl 2022 Ad Tracker: Bud Light Hard
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Brand Bowl 2022 Ad Tracker: Amazon Prime Video
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Brand Bowl 2022 Ad Tracker: Sam's Club
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Brand Bowl 2022 Ad Tracker: Rocket Mortgage
Download the full report.
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Methodology
The brand equity index survey was conducted online within the United States. Pre-game data was collected from January 31, 2022, to February 12, 2022, among 9,844 adults (aged 18 and over), and post-game data was collected from February 13, 2022, to February 15, 2022, among 1,503 adults (aged 18 and over) through QuestBrand. Figures for age, sex, race/ethnicity, education, region, and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was used to adjust for respondents’ propensity to be online.
The Super Bowl consumer sentiment survey was conducted online within the United States by The Harris Poll on January 28-31, 2022, among 1,127 adults (aged 18 and over) and February 14-15, 2022, among 1,184 adults aged 18 and over. The automotive sentiment survey was conducted online by The Harris Poll during January 14-17, 2022, among 1,060 U.S. adults aged 18 and over. The NFT and cryptocurrency sentiment survey was conducted online by The Harris Poll during June 4-7, 2021, among 1,628 U.S. adults aged 18 and over. These online surveys are not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. Figures for age, sex, race/ethnicity, education, region, and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was used to adjust for respondents’ propensity to be online.