Avinash Kaushik shares secret sauce to measure super bowl advertisements

Super Bowl 2025 will be held on Sunday, 9 February. The “Big Game” will try to change the heart, mind and functions of more than 100 million spectators in about 50 -minute TV advertisements.

However, many marketing officials ask, “Are super bowl advertisements effective?”

And with a 30-second location during the cost of $ 8 million during the big game, are anything asking, “Are super boles worth advertisements?”

I asked Avinash Kaushik, who spent 16 years in Google before Crowd's chief strategy to share the secret sauce to measure super bowl advertisements.

Below is an edited transcript of my questions and its answers.

Are Super Bowl advertisements really effective?

Greg Jarbo (GJ): “Back in 2017, Harvard Business Review published”A super bowl advertisement is equal to light money on fire (which seems to be more strategic)By Tim Sulivan and Ray Fisman. What is your subject on this subject? Are Super Bowl ads effective? ,

Avinash Kaushik (AK): “If your super bowled commercial can stand between that wind during the big game between 60 and 80, it can be effective.

But remembering 10 advertisements after Super Bowl is really difficult for anyone, meaning that they are not effective for other advertisements.

In my former employer, we studied around half a life of a super bowled commercial. How long does it take to lose half of the advertisements that gives the USA Today Aid Meter, YouTube Edbitz winner, or the top 10 list of someone else? ,

Small half life of super bowl buzz

AK: “Marketrs may have run super bowl advertisements to generate water-cooler conversations. So, how much time does you take to lose half when the super bow is finished and what you achieved?

It takes less than six hours to lose half of what you have received, and then you lose it in four days.

And it was only for advertisements that somehow managed to stand out in the top 10 lists. So, these are only top advertisements that survive for a handful of 4 to 4 days.

I bet you and I cannot miss a single horrific commercial from last year, right? And both of you and I used to see it with interest.

If the half life of a TV commercial during super bowl is small, what does super bowled commercial mean? ,

Spikes and Sustaines: key to effective big-ticket advertising

AK: “The best way to make super bowl advertisement effective is 'Spike and Sustain' marketing.

It works like this:

• First of all, you conduct a spike campaign to move your united brand awareness, purchase intentions, or whatever KPI is solved. You will take it up. Therefore, if you were at the age of 16 and later at 14 points, happy birthday.
• Next, you need to spend money to maintain your marketing. So, you live at 16.

But, if you do not marketing continuously within a week, it will be 16 back to 14, and it is the effect of the effect that is known as 'spike and silence'.

If you spend money on your campaign and become silent, that half life is about 4 days. 'Spike and Silence' is a very bad idea. 'Spike and Sustain' is the way to visit.

If you are executing a strategy that is 'Spike and Sustain', then you may have a spike super bowl.

It is as if you are always in the market; You are always running these advertisements on high frequency, low frequency, high access, low access, whatever it is.

Super bowl can be a part of your spike strategy.

Just after the super bowl, you will have a lot of constant marketing in the market, and will ensure that whatever lift you get from a few hours of discussion from the super bowl can be maintained by the rest of your marketing.

In my former employer, if you were going to spend about $ 6 to $ $ 10 million on a super bowl advertisement for media, creative talent and production costs, then you put one and $ 20 to $ 30 million in continuous advertising in the weeks. There was also a need for. Super Bowl.

Was the only way to make Super Bowl Hello final, correct? Otherwise, it will disappear in hours.

Nowadays, as a part of your 'Spike in Sustain' marketing strategy, the super bowl can be a spike.

Similarly, 'Back to School' can be a spike. Thanks may be a spike. A new product launch can be a spike.

If they are all spikes that you do to achieve high access to the advertisement, go back to a comprehensive audience's consciousness, then a super bowl advertisement makes sense.

If you do not have continuous marketing before and after the super bowl, then the super bowl advertisement is a ego drama. This is a pride imagination, right?

But remember, for each dollar you invest in super bowled commercial, you have to invest $ 3 to $ 5 in continuous marketing for weeks after a big game.

If you do not do this, you are going to get a brand or sales lift for a few hours or a few days. but that's about it. You are not going to run long -term profits. ,

---

How to measure advertising effectiveness

GJ: “This outline is completely clear. But, with the location of a 30-second location during a large game costing $ 8 million, how do you measure advertising effectiveness so that you can answer questions, 'Are super bowls worth advertisements?' ,

AK: “Things really simplify. Most of the time, there are two uses of use:

Measure the performance marketing campaign

AK: “When I say performance, I mean driving short-term sales, which can be for B2B, B2C, non-profit, profit …

If your super bow is commercial:

• 'Buy our products tomorrow.'
• 'We are offering a super bowled coupon.'
• 'We have launched a new product of this brand.'
• Or anyone who responds to super bowl advertisement gets free life supply of diapers with his product.

If you are a performance super bowl advertising for short -term sales purposes, we will:

• Measure the sales coming from it within the first 48 hours.
• Then, we will run some financial models to see if the performance we received, it lasted more than 48 hours.

But all this is based on short -term sales. It is easy to measure.

If you can run a sophisticated media mix model, you can include a simple analysis and your Google analytics report next month.

But if you have a commercial performance-oriented-it is giving a coupon, launching a new product, starting a new promotion, Adi-to-so is all based on sale.

We will measure short -term sales immediately, online, offline and everywhere.

For big companies, we have models that will help us understand what it is a month later.

We saw 1% lift in sales compared to normal time, and we can tell that our super bowl is commercial, correct?

It is probably not going for more than a few weeks, but you can measure it. This performance is marketing.

The purpose of your advertisement is to hurry everyone to buy the new Doritos Locos Taco, which you launched in the Super Bowl. ,

Brand marketing campaign measuring

AK: “The second case of use, which is a brand advertisement, is slightly more complex.

Remember those days when the Budvizer will run four or five advertisements?

They are not trying to run short -term sales. Certainly, perhaps some more people will buy Budweizer, but the beer drawn gorgeous horses have something to provoke the brand.

It is solving a long -term problem.

If you and I were in the Budvizer today, we can try to remove the recession in sales for Budvizers compared to last year …

We are trying to bring the people back with horses and good American feelings with everyday, inexpensive beer of the man working to the Budwizer.

This is a very good example of brand marketing.

There are a lot of advertisements for B2B companies such as salesforce. There is no intention of running only short -term sales.

We measure two different things for those people, and this is when 'spike and sustain' are particularly important.

First, we will see the brand results from Super Bowl. We will measure four important matrix:

• Percent brand lift.
• The number of people raised.
• The cost of per capita raised.
• Long -term impact on sales.

Many of these advertisements are trying to transfer metric unadrected brand awareness.

This brand is not awareness or aided brand awareness. They are ugly matrix.

Unadrected brand awareness is good metric.

Typically, they try to move unadrected brand awareness to achieve more Americans that usually do not know us to remember their brands.

Therefore, we will measure the percentage of lifts, the number of people, and the cost of per capita will be lifted.

What does it mean?

For a super bowl commercial, it means how many marks of unadrected brand awareness were removed in the next week.

Now, suppose we had two digits, three digits, or whatever. Ok is good.

How many people did we pick up? How many people are going to remember a brand?

If it was 300,000, even though more than 100 million people saw super bowl, it would be fine.

Ok, 300,000. What was the cost of per person?

How long did Greg took to influence, which is only one in 300,000?

You take your super bowled budget, divide it by 300,000, and lift the cost of per capita.

It will say, wow, Greg costs $ 6 to remember for a few days.

You can see, was it worth it? But we measure the brand effect and then keep tracking it over time, so this is the brand play. ,

Brand effects vs. sales effects

AK: “The dimension we measure first is the short -term effect of a brand advertisement; We measure those three metrics.

Then the idea of ​​an interval sales effect comes from the great brand marketing.

You will measure it by the cost of sales per old sales by operating by incremental sale and running super bowl advertisements.

Remember that there is the second installment of measurement you will do. And this is where 'Spike and Sustain' is very important.

Because if you spike and silence, the best, if Jesus and Krishna are supporting you together, you will get some brand lifts.

In those three matrix, I mentioned, if you do 'spikes and silence', you will see zero effects on the performance metrics such as the cost of incremental sales or incremental sales per.

But if you pitch 'Spike and Sustain' and spend 3 to 5 additional dollars after the super bowl for each dollar you spend on the super bowl advertisement, you will also see a lift in the sale, The cost of sales falls, and lifts in A agile sales.

And you will see that B2B for advertising on companies, non -profit organizations, beer, cars, insurance and super bows for advertising. ,

Last Takeaway: A super bowl advertisement is worth it?

As Kaushik explains, super bowl advertisements may be effective, but their effect is short -lived until it is supported by continuous marketing.

Measuring their success depends on the objective of the advertisement:

• Demonstration advertisement It is easy to focus on short -term sales and track using immediate sales data and financial models.
• Brand advertisement Creating prolonged awareness and measured in two stages: first by evaluating the brand lift (percent lift, the number of people was raised, and the cost of per capita), then by tracking the long -term impact of the advertisement on sales .

As Kaushik says, “Do not judge a fish from the ability to climb a tree.”

Brand advertisements should not be evaluated purely on short -term sales. Instead, they require a different measurement approach to assess their actual value.

Key takeaway?

A super bowl advertisement works if it is part of a large “spike and sustain” strategy. Otherwise, it fade within days.

Deep digging: Who won: Most Effective Super Bowl 2024 Advertisement Measurement