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There’s generally not much debate about which team wins the Super Bowl. But in the weeks following, it seems like everyone has a different opinion as to which brand won.
This year, USA Today’s Ad Meter said it was The Farmer’s Dog. Morning Consult said it was T-Mobile. Some might argue Rihanna’s Fenty Beauty, which made an appearance during her halftime performance, outdid all the more traditional advertisers.
According to Harris Poll’s third annual “Brand Bowl” index, which tracks the impact of Super Bowl ads across several metrics, a couple of streamers stole the show, at least when it came to gains in brand equity.
A touchdown for streaming: Paramount+ experienced the greatest boost in brand equity from the two weeks leading up to the Super Bowl to the two days immediately after it. PopCorners trailed in second place, while DoorDash came in third.
Paramount+ also took the top spot with regard to purchase consideration, as well as “quality,” which Harris Poll measures by looking at “how consumers perceive the quality of a particular brand’s product or service compared to the quality of their competitors’ offerings.”
New lens: When comparing brand-equity data from Jan. 1–Jan. 22 to data from “Super Bowl season and beyond” (Jan. 23–Feb. 14), thus capturing any brand lift that might have come from Super Bowl ad-related content released ahead of game day, the results changed.
- A streaming service still took the top spot, though this time it was Peacock.
- The Farmer’s Dog came in second place in this time frame, while Coors Light landed the third spot.
Puppy love: The Farmer’s Dog, the reigning champ of the USA Today Ad Meter (and the first dog food company to win the title), appeared quite a few times in Harris Poll’s Brand Bowl.
- In addition to its brand-equity growth, the brand also ranked relatively high when it came to growth in momentum (consumers’ perception of whether a company is gaining or losing market position), consideration, and familiarity.
Bud Light and Busch Light also featured dogs in their ads and ranked in the top 10 in terms of quality and familiarity, while Skechers teamed up with Snoop Dogg and experienced a notable increase in perceived quality compared with competitors. Maybe dogs really are a man’s brand’s best friend.—AM