TOPLINE REPORT Sports Advertising

Sports AdvertisingTOPLINE REPORT

November 2020

Contents3

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Key Findings

Methodology

Sample

Key Findings1. Super Bowl ads should be less than 30 seconds, funny, product-forward, and feature a celebrity.

This combination of features appears to be the secret sauce for successful Super Bowl commercials, and for commercials aired during sporting events in general. In terms of the content itself, sports–goers felt that politics do not have a place in Super Bowl ads, but that the upcoming Super Bowl event is an excellent opportunity to educate the public on COVID-19 precautions like wearing a mask and eventually getting a vaccine.

2. Most Americans believe that next year’s Super Bowl ads should incorporate COVID-19

Participants were full of ideas when asked how brands should incorporate COVID-19 into Super Bowl ads. 60% of all Americans agreed that a commercial honoring essential workers would improve their perception of a brand, and 29% of Americans felt that the commercials educating viewers on COVID-19 would move the needle for them. When asked exactly how brands should include COVID-19 in ads, 76% of respondents suggested promoting mask use, and 72%suggested discussing “the positive information about upcoming vaccines.”

3. The most memorable Super Bowl ads are also popular watch-party snacks and drinks.

Participants’ favorite Super Bowl ads are, for the most part, crystal-clear in their memory. Most participants reported that their favorite ads are the Budweiser animals, Betty White eating Snickers, and the Doritos time machine. Many participants noted that the Pepsi ads during the Super Bowl are memorable, but couldn’t point to a specific ad.

While you're watching sports, how often do you pay attention to the commercials?

SINGLE-SELECT POLL Poll Options All (n=100) Age 55+ (n=32) Age 18-34 (n=19)

All the time 21% 9% 42%

Some of the time 64% 62% 53%

Rarely 14% 25% 5%

Never 1% 3% 0%

For a generation accustomed to ”cord-cutting” and ad-free streaming services, it might be surprising to see that 42% of participants age 18 to 34 pay attention to commercials “all the time.”

When you watch a commercial during a sporting event, do you associate that brand with that sport?

SINGLE-SELECT POLL

Poll Options All (n=99) Age 55+ (n=32) Age 18-34 (n=18)

Yes 53% 25% 61%

Nope 47% 75% 39%

Here, this poll may indicate that younger TV viewers are more aware of brand presence as a part of American culture, that they consume more media on average than viewers 55 and over, that more ads are served to this age group than to other age groups, and so on.

One potential explanation from this study is that 58% of younger viewers think brands should use their air time to co-market with activist groups such as Black Lives Matter, as opposed to only 5% of viewers over the age of 55 – suggesting that younger viewers respond well to increasingly meaningful stories (both personal and political) within advertisements, not just to products themselves.

Stimuli: Commercial #1

What is your reaction to the commercial?

HIGHLIGHTS Responses (10) Participants (n=103)

Hilarious! Very entertaining and memorable. 32

Duh 16

I loved it! it was very fun and entertaining, I could watch this ad over and over again. 14

Humorous and got my attention. I enjoyed this ad. 13

So funny. I love seeing Dwight! 7

A little over the top but overall pretty funny. Love the main character from "The Office".

6

It looks great - very entertaining. 4

Wow very appealing 4

I thought it was cheesy nothing particularly appealing about it 4

It was great I guess. 3

After watching a Little Caesars commercial, most respondents reacted favorably, noting that the commercial was “hilarious” and “memorable” – a big feat in an otherwise crowded TV screen of competing commercials.

75% of respondents enjoyed the appearance of Dwight from The Office and agreed that his endorsement of the brand would influence their purchase of the product. 75% of respondents also agreed that it’s “a commercial that I would talk about after the super bowl.”


COMMON TOPICS 1. funny (30) All

I think it’s funny and a commercial that I would talk about after the super bowl

75%

2. caesars (11) All

It was a very funny and very effective ad for Little Caesars. I enjoyed it and remember it from the Super Bowl Game.

73%

3. was funny (10) All

It was catchy. Slicked bread was funny 75%

4. very funny (9) All

Funny. Very funny. 75%

5. entertaining (9) All

It was entertaining and kept my interest during the entire commercial. Had a good 'punch line' at the end.

74%

9. clever (6) All

pretty funny and clever 74%

10. i love (5) All

I love this commercial. I love the actor from the office and I will watch anything he does. It made me laugh out loud and made me want to buy the pizza.

75%

11. cute (5) All

silly, cute, a little dumb, but better than most other commercials 66%

12. attention (5) All

Humorous and got my attention. I enjoyed this ad. 74%

13. very entertaining (4) All

I love it. Very entertaining and hard to not watch and laugh. 75%

14. hilarious (4) All


WHAT YOUR SEGMENTS SAID All (n=91) Age 55+ (n=25) Age 18-34 (n=19)

Very interactive, humerous and engaging! Fun to watch as well.

I love this commercial.I think it is very clever.

Funny storyline and how people use that phrase

I love this commercial. I love the actor from the office and I will watch anything he does. It made me laugh out loud and made me want to buy the pizza.

It was entertaining and kept my interest during the entire commercial. Had a good 'punch line' at the end.

So funny. I love seeing Dwight!

Overall I thought it was clear what the commercial was for. I also found it funny and different than other commercials I have seen.

I thought it was funny way of making appoint that they started doing delivery

i thought the commercial was funny and clever as well as i like that rainn wilson is in it

It was catchy. Slicked bread was funny

It’s ok too long it wasn’t funny compared to other commercials I have seen.

Overall I thought it was clear what the commercial was for. I also found it funny and different than other commercials I have seen.

I love it. Very entertaining and hard to not watch and laugh.

Humorous and got my attention. I enjoyed this ad.

I really loved it! It was a really fun and intriguing commercial on little ceasears. They make the best pizza and it is affordable.

Funny. Very funny.

Very humorous, to the point it was excessive which made you want to watch what else they may say or do.

I thought that it was funny and a good way to make you remember the brand. It kept my attention throughout the whole commercial

Top agreed responsesacross segments

In your opinion, how would you improve the commercial?

HIGHLIGHTSResponses (10) Participants

(n=103)

shorter 18

I wouldn't touch it ! Perfect. 16

Made it a little shorter. Went on too long. 13

I would make it shorter, it really didn't need to be over 1 minute long. The message could have been said in 30 seconds.

9

nothing 9

I don't have any ideas on how to improve it. 9

slightly shorter. give some info on delivery pricing and typical time for delivery

8

I can not think of anything. I thought it was a very funny ad that made me laugh. I will remember it was for Little Caesars.

8

I do not know 7

focus on the ingredients and value of the pizza 6

These responses are most likely to cover all opinions

Overall, participants enjoyed the Little Caesar's commercial. However, some did note that the ad could have been slightly shorter – which makes sense, since the average Super Bowl commercial is only 30 seconds long.


COMMON TOPICS 1. shorter (20) All

shorter 64%

2. bit (9) All

make it a bit shorter 63%

3. pizza (9) All

Cut the time down and involve the pizza concept more than the sliced bread part. It doesn't take that long to talk about pizza

63%

4. product (6) All

shorten the commercial time and gags...more time to show the product

62%

5. change (5) All

I would not change a thing 44%

6. sliced bread (5) All

More product placement. I think it

9. caesars (4) All

More moments of seeing Little Caesars throughout the commercial to remind us of the product

61%

10. improvement (3) All

no improvement necessary 45%

11. office (3) All

Make a little less focus on the destruction around the office. Focus more on the pizza and the offer.

62%

12. slow (3) All

Maybe ease up a bit. Slow it down 58%

13. fine (2) All

Make it shorter and a little less over the top. But overall, it is fine as is. 62%

14. slighly (1) All

slighly shorter 62%



focus more that LC has NEVER EVER offered delivery - I did not realize until the last few seconds of the commerical

make it shorter. i am not a fan of long ads.

I would cut the time down just a little bit. It seemed to go on for a little too long with what he was going to do to make sliced bread better.

shorterPursue the theme ("best since ...") but with less silly nonsensical gags.

shorter

Pursue the theme ("best since ...") but with less silly nonsensical gags.

Make sure Little Caesar's is seen well in the ad. Sometimes you forget what the ad is for when it is very clever.

make it a bit shorter

Make it shorter and show Little Caesar’s more

Talk about the product a little at the beginning of commercial

Lessen the time, a bit long so the idea and theme got boring near the end

Shorten it slightly i don't knowmy only suggestion would be to shorten it a bit so it can keep people's attention

Cut the time down and involve the pizza concept more than the sliced bread part. It doesn't take that long to talk about pizza

Make it shorter and show Little Caesar’s more

A little shorter. A little realistic but still getting the point across.


What is your reaction to the commercial?15 Topics

57 Responses

COMMON TOPICS 1. song (20) All

i have no idea how the song relates to the car 62%

2. audi (15) All

I kind of liked the music in the ad but didn't think it was a great ad for Audi to be honest.

64%

3. car (14) All

Okay, but didn't overwhelm me. Didn't see the connection between the song and the car?

62%

4. frozen (6) All

Overall OK, who was the driver? I recognize the Frozen song, but didn't connect the car right away

56%

5. singing (4) All

I am not a fan of singing commercials 63%

9. enjoyed (3) All

I enjoyed some parts but not all. 59%

10. entertaining (3) All

I enjoyed it. It was entertaining. 44%

11. was funny (2) All

It was funny and it was one that makes you remember it was for Audi.

43%

12. unique (2) All

unique 44%

13. innovative (1) All

Very Innovative and best 38%

14. relatable (1) All

Good and relatable 37%

15. stupid (1) All

Stimuli: Commercial #2



I don't care for it. 27

Again very long it took a while to figure out what the commercial was advertising and the music was too loud in the background.

15

I didn’t like the singing 11

It was catchy tune 11

It is very unique. 9

Good and relatable 9

I didn't think it hit the mark regarding the environmental impact that it suggested. 7

Too long but otherwise it was good. 6

Great way to raise your spirits while driving in the car 5

Not as good as the first one 4These responses are most likely to cover all opinions

After watching an Audi car commercial, the majority (63%) of participants were confused about the intention of the ad and noted that it wasn’t very memorable.

Specifically, some viewers like the song from the musical Frozen, which was used throughout the commercial. Others felt it was hard to distinguish the brand of the car, that Idina Menzel would have been a better celebrity guest, and that the ad was just plain boring. What’s most alarming is that 62% of participants said that the ad was irritating, and that they would have changed the channel – a massive loss for a brand’s advertising budget and reputation.


WHAT YOUR SEGMENTS SAID


All (n=97) Brand + (n=46) Brand Neutral (n=46)


Not my favorite ad to be honest. that just plain sucked, I doubt an audi driver sings

I am not a fan of singing commercials


i have no idea how the song relates to the car

that just plain sucked, I doubt an audi driver sings

Catchy song and hard to not sing along, but not 100% sure how it relates to Audi.

nothing letting you know what its about

took a while to realize it was for audi.

Bored...Kind of waiting for something interesting to happen and it never did

It was ok, not all that memorable and I wasnt really paying good attention I would never had known it was for Audi

nothing letting you know what its about

Saw no connection between the content of the commercial and the product being advertise. Nice song though.

It's okay. A little boring. I am tired of that song, however.

Have no idea what the main idea of the commercial is. For the car? If so not everyone knows their brands. Not memorable at all. More confusing than anything

it was confusing a littleIt was OK. Got the point across, but not up to standard of a really good super bowl commercial

it is ok, nothing special I am not a fan of singing commercials

I am not exactly sure what the point of it was.

50% of all participants reported that seeing a brand advertise during Super Bowl improved their perception of that brand (Brand +). That self-reported group was slightly more likely to enjoy the song from this commercial than those who feel indifferent to brands advertising at Super Bowl (Brand Neutral). This may suggest that the former group is more open to music-heavy content or music experimentation in commercials.


COMMON TOPICS 1. audi (22) All

More about the car. Splash the Audi name a bit more. What makes their car better??

84%

2. car (14) All

I think it needs to be less about the song and more about the car 84%

3. song (12) All

Focus more on the car and not the song. 84%

4. shorter (11) All

make it shorter and make it more about Audi 84%

5. brand (7) All

I would make it easier to identify what brand it is. 79%

6. focus (7) All

9. product (5) All

I would talk more about the product itself and what it offers versus just being sing songy. I want to know what the product does for me.

83%

10. vehicle (5) All

Maybe a little more information about the vehicle 83%

11. features (4) All

Show more features of the actual Audi. 75%

12. electric car (4) All

I would make it more about the electric car and less about whatever the add currently is

84%

13. redo (3) All

I would redo the whole thing, other than the song. Visually, it just wasn't all that memorable.

60%



make it shorter and make it more about Audi 28

Maybe a little more information about the vehicle 12

i would make the audi brand stand out more so people understand thats the brand being advertised

11

Talk about the benefits of the vehicle 11

make it known earlier in the commercial what the car product is 10

it wa fun 8

Show more of the exterior of the car. 7

I would shorten the commercial and less of the singing. 6

make it a little shorter. 5

Nothing needed. 5These responses are most likely to cover all opinions



I would scrap the concept and focus more on the features of the car that would encourage me to purchase the car

shorter, always shorter. if it is a car ad, show more of the interior make it more about the car

I think it needs to be less about the song and more about the car

Perhaps a little more car featuring the electric side. The early scenes start you there, but not clearly.

Get a better connection for the company. Disney and Audi not sure how they relate.


Make it shorter.Indicate it is Audi more.

make it shorter and make it more about Audi

I think it needs to make it more clear that it is for Audi.

Better connection to the song / theme to the Audi

I would state the features that make it an audi. Less singing.

More about the car. Splash the Audi name a bit more. What makes their car better??

Maybe a little more information about the vehicle

I would make it easier to identify what brand it is.

Focus more on the car and not the song.

drop the loud obnoxious singing and focus on the merits of the vehicle


make it shorter and make it more about Audi

More direct mention of Audi and what they offer.

Ditch the music and the dancing cars. It’s an Audi - treat it like one.

make it more about the car Different spokesperson to sing, also show more of the car.

the only thing i would do is show the vehicle more


Thinking carefully about past Super Bowl ads, what was the most memorable Super Bowl ad you've ever seen?


The Betty White commercial with the Snickers Bar where she is HANGRY

Budweiser Horses playing footballAny of the Doritos ads, especially the one with the cardboard box time machine

Budweiser's ads. Very creative and meaningful.

The Budweiser commercial with the frogs

the doritos lime ad with post malone

I really liked the 9/11 Budweiser commercial.

After 9-11 the Budweiser Clydesdales kneeling for the flag. The Doritos ad

The Budweiser commercial with the frogs

Probably the Clydesdales after 9/11

Doritos commercials because they are always funny

The Budweiser dog commercials. Anything with the Budweiser clydesdales

Even though I hated the ad, I think it was a Mountain Dew one with a talking pug? It may have been Doritos.

bud light commercials with the frogs

Anything with the Budweiser clydesdales

Probably the one where the dogs dress up as a human to go into a store to buy Doritos.



Commercials about pepsi or doritos are the ones i always think of when talking about the super bowl


Budweiser and Coca Cola are always great

I think Pepsi always puts out a pretty memorable Super Bowl ad.


Participants’ favorite Super Bowl ads are, for the most part, crystal-clear in their memory. Most participants reported that their favorite ads are the Budweiser animals, Betty White eating Snickers, and the Doritos time machine. Many participants noted that the Pepsi ads during the Super Bowl are memorable, but couldn’t point to a specific ad.


COMMON TOPICS 1. budweiser (27) All

I really liked the 9/11 Budweiser commercial. 78%

2. doritos (18) All

it was a beer ad with the beautiful horses. the doritos ads are always meemoarble.

76%

3. apple (12) All

The Dorito ads seem most memorable. Apple used to have good ads as well

64%

4. frogs (12) All

The Budweiser commercial with the frogs 77%

5. commercial (10) All


79%

9. remember (6) All

Don’t remember one particular ad but Pepsi ads are always good 65%

10. 1984 (6) All

There have been some great google ones......apple 1984 - doritos with Betsy -

59%

11. green (5) All

Mean Joe green commercial 57%

12. pepsi (5) All

SO hard to say. The Budweiser ads (e.g. the singing frogs) always stick out, as do a lot of the Pepsi ads.

75%

13. joe (5) All

joe green for coke 54%

14. 9 11 (4) All



Budweiser. The Clysdale after september 11th. 31

the doritos lime ad with post malone 19

The Budweiser dog commercials. 14

Budweiser Horses playing football 12

don't recall off the top of my head 7

Doritos commercials because they are always funny 6

Mean Joe green commercial 6

Mean Joe Green give the kid his jersey. It was for coke, hard to forget. 5

Probably the one where the dogs dress up as a human to go into a store to buy Doritos.

2

Cannot really remember any of them 2These 10 responses are most likely to cover all opinions

Which of the following commercial types would improve your perception of a brand? Select all that apply.

MULTI-SELECT POLL Poll Options All (n=101) Age 55+ (n=33) Age 18-34 (n=19)

Promoting or featuring small businesses 35% 45% 26%

Educating viewers on COVID-19 28% 21% 42%

Honoring essential workers 60% 57% 68%

Co-marketing with activist groups like Black Lives Matter 24% 6% 57%

Other options 2% 0% 5%

None of these options 9% 3% 5%

Of all age groups, those 13 to 34 are most likely to agree that honoring essential workers in a commercial would improve their perception of a brand. In terms of a commercial subject, this age group also favors any ads that work in tandem with activist groups like Black Lives Matter.

How should brands incorporate COVID-19 into their Super Bowl commercials in 2021?

WHAT YOUR SEGMENTS SAID All (n=102) Men (n=62) Women (n=40)

where masks anyone can do it where masks anyone can do it Just reminding everyone to be careful and look after each other

Masks and more mask. Distancing. Home staying. Family gatherings. Etc.

Social distancing in some form and that things will be back like in the past

Brands showing how they brought people together during the COVID epidemic.

wear your mask everywhereBe real with the hope that eventually we establish a new normal

emphasize that we need the vaccine and people to get it right away

Show donations to community

By utterly shaming and humiliating in the most gruesome of comical ways the moron, selfish TRASH who think wearing a mask is a threat to their FreeDUMB.

do a ad about front line helpers

Bring attention to viewers the importance of wearing a mask and respecting others in the community.

⭐ Include people wearing masks when in public / with others. This would help promote mask use in general.

They should show people adhering to social distancing policies, wearing masks and supporting frontline workers.

Promote safety, hope, and anticipation of getting back to the old normal

show workers in a factory with PPE and still working hard.

What things improve quality of life while still being safe.

Show the challenges for society as a whole but have an uplifting message of hope and determination.

Promote safety, hope, and anticipation of getting back to the old normal

Show donations to communityTop agreed responsesacross segments

Participants were full of ideas when asked how brands should incorporate COVID-19 into Super Bowl ads. Promoting mask-wearing, social-distancing, and the importance of getting a vaccine shot were top contenders, with others suggesting that brands should show donations to local communities and honoring frontline or essential workers.



Include people wearing masks when in public / with others. This would help promote mask use in general.

34

I don't think they should. 22

Showing how safety measures are being used. 14

Show how essential workers and healthcare workers go above and beyond to help people

9

Show all the people and animals wearing masks and make a big deal about being 6 feet apart

5

emphasize that we need the vaccine and people to get it right away 5

Showing that they appreciate first responders and how they are keeping employees and people safe

4

Showing first responders in all fields 4

Though humor and empathy. 3These responses are most likely to cover all opinions


COMMON TOPICS 1. masks (18) All

where masks anyone can do it 76%

2. people (13) All

Show active people wearing masks 74%

3. workers (11) All

show workers in a factory with PPE and still working hard. 73%

4. wearing (10) All

⭐ Include people wearing masks when in public / with others. This would help promote mask use in general.

75%

5. social (8) All

Social distancing in some form and that things will be back like in the past

75%

6. mask (7) All

9. essential (6) All

Honor essential workers on the frontline. 72%

10. first responders (6) All

Showing that they appreciate first responders and how they are keeping employees and people safe

72%

11. wear (5) All

Recognize the sad impact, remind us that it is patriotic to wear masks, etc. Be hopeful that we will return to a "normal" soon.

74%

12. focus on (4) All

Make the ads more serious and focus on improving the current pandemic.

73%

13. focusing on (1) All

I don’t think that we should be

How should brands incorporate politics into their Super Bowl ads in 2021?


they definitely should not. we are divided enough politics do not belong in these ads

Again, I don't think it should be. If anything, the commercials should be covert and just include some flags and military members. Otherwise, there's no need.

Avoid it.I don't think politics should be a part of the Super Bowl ads, especially not this year.

Politics should never be involved in football nor should it be debated on commercials.

politics do not belong in these ads Stay far away from politics.

They shouldn’t incorporate politics because it will cause people to be conflicted with the brands because they are siding with politics.

Stay far away from politics. I think politics should be completely out of sporting events.

I don't think politics has a place in Super Bowl. Let's enjoy the game

They should keep politics out of commercials. I'm truly tired of the politics Keep politics out of football

They shouldn't. It has already divided too much of our society. We all need a break.

No politics in sports PLEASEi dont think they should, i think weve collectively heard enough about politics this year

I don't think politics should be incorporated at all in ads. Keep that out of sports programing NO

NO Not at all. It's over. Stay away. Stay away. All craft pull up!

Although participants felt strongly that brands should incorporate COVID-19 into Super Bowl ads, they also felt strongly that brands should not mention politics in Super Bowl commercials. Specifically, participants across the board felt that politics have no place in sports.

Notably 91% of respondents over the age of 55 agreed with the following statement: “We've all had an overload of this. Let brands be brands, and focused on selling themselves. Leave politics alone - we'll watch the news channels if we still haven't gotten enough of that circus.”

How should brands incorporate politics into their Super Bowl ads in 2021?


No politics in sports PLEASE 24

They shouldn't. 22

should not 19

use satutday night live characitures it's a joke 10

politics do not belong in these ads 7

NEVER!! 7

I want ads to demonstrate what issues they are addressing and how behaviors are they taking to benefit society as a whole

7

Stay away. Stay away. All craft pull up! 5

Not at all. It's over. 1

Unite the nation, we have more in common than divided. 1

These 10 responses are most likely to cover all opinions

How should brands incorporate politics into their Super Bowl ads in 2021?15 Topics

60 Responses

COMMON TOPICS 1. politics (34) All

politics do not belong in these ads 81%

2. stay away from (6) All

Stay away from all political themes 79%

3. commercials (6) All

They should keep politics out of commercials. 80%

4. divided (6) All

they definitely should not. we are divided enough 82%

5. political (5) All

Please, no more political ads. 78%

6. leave (5) All

they should leave politics out 80%

7. unite (4) All

9. sports (3) All

Keep politics outta sports !!!! 78%

10. tired of (3) All

I'm truly tired of the politics 78%

11. people (3) All

They shouldn’t incorporate politics because it will cause people to be conflicted with the brands because they are siding with politics.

79%

12. trump (2) All

show how trump is being a sore loser and that's not what sports is about

27%

13. period (1) All

none should, period. 79%

14. in sports (1) All

No politics in sports PLEASE 79%

How does seeing a brand advertise during the Super Bowl change your perception of that company?

SINGLE-SELECT POLL

Poll Options All (n=101) Age 55+ (n=32) Age 18-34 (n=19)

It improves my perception of the brand 50% 41% 57%

It worsens my perception of the brand 3% 3% 0%

It has no influence on my perception of the brand 47% 56% 42%

Younger Super Bowl viewers are more likely to be influenced by a commercial airing during this sporting event than those over the age of 55.

When asked to recall their favorite Super Bowl commercials, those over the age of 55 referenced older commercials from the 1990s and early 2000s, suggesting that either viewership in this age group is down, or that recent ads have not served up content that captures the attention and imagination of those older than 55.

Are you more likely to buy a product or service you see advertised during the Super Bowl?

SINGLE-SELECT POLL Poll Options All (n=103) Age 55+ (n=33) Age 18-34 (n=19)

Very likely 13% 0% 37%

Somewhat likely 65% 67% 53%

Not at all likely 22% 33% 11%

Participants provided their own unique responses toopen ended questions and voted on others’ responsesas well. Open ended responses are ranked; we reporton top ranked responses.

Our Methodology

Sample(n=100)

Age

18-34 20%

34-54 48%

55+ 34%

Gender

Female 38%

Male 62%

Super Bowl Preference

I watch for the ads 6%

I watch for the ads & the game 79%

I watch for the game 15%

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TOPLINE REPORT Sports Advertising