Using a predictive engagement survey, research consultancy Brand Keys claims Doritos will win the highest engagement rate of all the Super Bowl ads this year, while eight of the major brands reported to run ads during the game will fail to see a return on their investment.
The survey polled 1,660 Super Bowl watchers to assess their emotional attachments to the 29 different brands expected to run Super Bowl ads. According to the announcement, Brand Keys survey can predict how consumers will engage with the brands after the game:
The Super Bowl Engagement Survey, like the Brand Keys Customer Loyalty Engagement Index, predicatively measures respondents’ true reactions to brands in the context of the medium…Results correlate highly with consumer behavior and have been validated as reliable predictors of future brand purchase.
Brands that scored five or more points were considered “winners” with an expected high engagement rate. Brand Keys says of the 29 brands used in the survey, 14 scored five or more engagement points, with Doritos, Coca-Cola, Hyundai, M&M, Axe and GoDaddy in the lead.
Jaguar, Dannon, Oikos and H&M were among the brands that received negative score results, with Turbo Tax and Intuit both earning the lowest scores. Surprisingly, Volkswagen also scored negative engagement points, even though its 2011 “The Force” ad remains to be the most shared Super Bowl ad of all time.
Brand Keys says Budweiser, Cheerios, Chrysler, GM and KIA’s engagement rates would be “unaffected” by their Super Bowl ads, neither gaining or losing consumer engagement.