The 2024 Super Bowl’s biggest advertising wins (and losses) according to Virtual Audiences

Keeping a finger on the pulse of brand perception is more crucial than ever, especially when the Super Bowl season kicks in. It's the time of the year when brands pull out all the stops, vying for the spotlight with commercials that aim to leave a lasting impact. But how do you measure that impact in real-time? Enter Yabble's game-changing synthetic data tool: Virtual Audiences, that's about to turn brand perception studies on their head. 

In this blog, we're diving deep into the magic of Virtual Audiences and how it's setting a new standard for capturing brand perceptions, especially during the Super Bowl frenzy. Imagine having the power to tap into up-to-the-minute insights about how your ad is resonating with viewers, both before the game kicks off and after the final whistle blows. That's exactly what we're talking about here. 

We're using the Super Bowl as our playground to show you the muscle of Virtual Audiences – giving you the lowdown on how your brand's big game commercials are playing out in the court of public opinion. We'll walk you through a play-by-play analysis, pre-game and post-game, to reveal the shifts in brand perception and the why behind the change. 

So, buckle up as we take you on a ride through the future of advertising analytics with Virtual Audiences. It's time to unlock real-time insights that are as dynamic as the Super Bowl itself. Welcome to the next level of marketing intelligence, where staying in tune with your audience's perception is just the beginning.

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*All of the insights contained in this blog were generated by Yabble's Virtual Audiences – a generative AI-powered synthetic data solution. You can find out more about Virtual Audiences here.

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Automotive Brands

Toyota Super Bowl Commercial Analysis

Virtual Audiences topic: How do consumers globally perceive the Toyota brand in light of the 2024 Toyota Super Bowl commercial? Did the 2024 Toyota Super Bowl commercial impact their appetite to purchase the 2024 Toyota Tacoma?

Toyota Super Bowl insights summary

*Data generated using Yabble AI on 11 February 2024

 

1. Perception of Toyota's Reliability

• Toyota's recent production issues have made some consumers question the brand's reliability. While the Super Bowl commercial for the 2024 Tacoma was generally well-received, it did not fully alleviate these concerns for many respondents.

2. Impact of the Super Bowl Commercial

• The 2024 Toyota Super Bowl commercial showcasing the Tacoma's off-road capabilities and power appealed to many respondents, particularly those who enjoy outdoor adventures and off-roading.
• However, some respondents felt that the commercial did not provide enough information on other important aspects such as fuel efficiency, tech features, safety, and reliability.
• The introduction of the Tacoma Hybrid in the commercial was appreciated by environmentally conscious respondents, aligning with their preference for eco-friendly options.

Want more insights about the 2024 Toyota Super Bowl Commercial? Download the full report from Virtual Audiences here. 

Kia America Super Bowl Commercial Analysis

Virtual Audiences topic: How do American drivers who are in the market for a premium car at a lower price point feel about the Kia America brand in light of the 2024 Kia America Super Bowl commercial?

Kia America Super Bowl insights summary

*Data generated using Yabble AI on 11 February 2024

 

1. Perception of the Kia Brand

• The 2024 Kia America Super Bowl commercial generally had a positive impact on the perception of the Kia brand among American drivers. Many respondents appreciated the brand's commitment to sustainable mobility and the premium features of the EV9 SUV. The commercial's emotional storytelling also resonated with many viewers, helping to create a positive connection with the brand.

2. Emotional Connection and Storytelling

• The emotional connection and storytelling in the commercial resonated with many respondents. The bond between the father and daughter, and the use of the EV9's power station to create a magical moment, was a powerful narrative that many found relatable and heartwarming. This aspect of the commercial effectively showcased the emotional side of the EV9 and helped to create a positive perception of the Kia brand.

Want more insights about the 2024 Kia America Super Bowl Commercial? Download the full report from Virtual Audiences here. 

BMW Super Bowl Commercial Analysis

Virtual Audiences topic: How do American drivers who are in the market for a premium car feel about the BMW brand in light of the 2024 BMW Super Bowl commercial?

BMW Super Bowl insights summary

*Data generated using Yabble AI on 11 February 2024

 

1. Perception of BMW Brand and Super Bowl Commercial

• The 2024 BMW Super Bowl commercial positively influenced many respondents' perception of the BMW brand, showcasing the brand's commitment to innovation, sustainability, and advanced technology.
• The sleek and luxurious design of the BMW i5 featured in the commercial was highly appreciated and aligned with many respondents' expectations of a premium car.
• However, some respondents felt the commercial didn't significantly sway their perception of the brand, as it didn't adequately address common concerns about electric vehicles, such as range anxiety and charging infrastructure.

2. Comparison to Other Premium Car Brands

• While BMW was recognized for its commitment to innovation and technology, some respondents felt that other premium car brands, such as Tesla, Audi, and Mercedes-Benz, were also making significant strides in the electric vehicle market.

3. Influence on Potential Purchase Decision

• The commercial positively influenced many respondents' likelihood of considering a BMW for their next premium car, especially those who value sustainability, innovation, and advanced technology.
• However, many respondents would need more detailed information, such as the practicality of owning an electric vehicle and the long-term costs, before making a final purchase decision.
• Some respondents also expressed a desire for BMW to balance their advanced technology and innovation with affordability to attract a wider customer base.

Want more insights about the 2024 BMW Super Bowl Commercial? Download the full report from Virtual Audiences here. 

Cosmetic & Beauty Brands 

e.l.f Cosmetics Super Bowl Commercial Analysis

Virtual Audiences topic: How do American millennials, Gen Z and Gen Alpha makeup users and makeup artists perceive the e.l.f Cosmetics brand in light of the 2024 e.l.f Cosmetics Super Bowl Commercial?

e.l.f Cosmetics Super Bowl insights summary

*Data generated using Yabble AI on 11 February 2024

 

1. Impact of the 2024 e.l.f Cosmetics Super Bowl Commercial

• The 2024 e.l.f Cosmetics Super Bowl Commercial had a varied impact on respondents' perception of the brand. Some respondents found the commercial to be engaging and appreciated its focus on inclusivity and diversity. They felt that it showcased the brand's commitment to current trends and increased their interest in the brand and its products. However, other respondents felt that the commercial did not significantly change their perception of the brand or influence their purchasing decisions.

2. Influence of e.l.f Cosmetics' Social Media Presence on TikTok

• The impact of e.l.f Cosmetics' social media presence on TikTok on respondents' makeup choices and brand loyalty varies. Some respondents have been influenced by the brand's viral videos and engaging content, which have made them more interested in trying out their products. However, others are not heavily influenced by the brand's social media presence and prefer to make their own decisions based on factors such as product quality, affordability, personal preferences, and ethical practices.

3. Perception of e.l.f Cosmetics' Alignment with Current Trends in the Beauty Industry

• Many respondents believe that e.l.f Cosmetics is doing a decent job aligning with current trends in the beauty industry, particularly in terms of inclusivity and diversity. They commend the brand's efforts to represent and celebrate all skin tones, body types, and gender identities. However, they also believe there is room for improvement, especially in terms of sustainability. They would like to see the brand prioritize eco-friendly practices and communicate more about their environmental initiatives.

Want more insights about the 2024 e.l.f Cosmetics Super Bowl Commercial? Download the full report from Virtual Audiences here. 

NYX Professional Makeup Super Bowl Commercial Analysis

Virtual Audiences topic: How do American millennials, Gen Z and Gen Alpha makeup users and makeup artists perceive the NYX Professional Makeup brand in light of the 2024 NYX Professional Makeup Super Bowl Commercial?

NYX Professional Makeup Super Bowl insights summary

*Data generated using Yabble AI on 11 February 2024

 

1. Perceptions of NYX Professional Makeup

• Most respondents appreciate NYX Professional Makeup's commitment to inclusivity and diversity, as seen in their wide range of products catering to different skin tones and their use of diverse models in their campaigns.
• The brand's use of social media and influencer marketing has been influential for some respondents, particularly younger ones, in shaping their perceptions and purchasing decisions.

2. Impact of the 2024 NYX Professional Makeup Super Bowl Commercial

• The commercial had a positive impact on many respondents, with its inclusivity message resonating with them and reinforcing their positive perception of the brand.
• The involvement of Cardi B added excitement and star power to the commercial, making it more memorable for some respondents.
• However, some respondents, particularly those who are not heavily into makeup or are not the target audience, did not feel significantly influenced by the commercial.

Want more insights about the 2024 NYX Professional Makeup Super Bowl Commercial? Download the full report from Virtual Audiences here. 

Food & Beverages Brands 

Bud Light Super Bowl Commercial Analysis

Virtual Audiences topic: How do beer and alcohol consumers in the USA perceive the Bud Light brand in light of the 2024 Bud Light Super Bowl commercial? Did the 2024 Bud Light Super Bowl commercial impact their appetite to purchase Bud Light beverages?

Bud Light Super Bowl insights summary

*Data generated using Yabble AI on 11 February 2024

 

1. Perception of Bud Light Brand

• Majority of respondents appreciate the entertainment value of the 2024 Bud Light Super Bowl commercial. They found the humor, celebrity appearances, and sports-related elements appealing, reinforcing Bud Light's image as a fun and celebratory beverage.

2. Impact of Commercial on Purchase Decision

• The commercial had a mixed impact on respondents' decisions to purchase Bud Light beverages. Some respondents, particularly loyal Bud Light consumers and sports enthusiasts, felt positively influenced by the commercial and expressed a likelihood to continue purchasing Bud Light products.

3. Concerns About Underage Exposure to Alcohol Advertisements

• A significant number of respondents expressed concerns about the potential exposure of underage viewers to alcohol advertisements during the Super Bowl. They stressed the importance of responsible advertising and the need for brands to be mindful of their potential impact on young audiences.

Want more insights about the 2024 Bud Light Super Bowl Commercial? Download the full report from Virtual Audiences here. 

Pringles Super Bowl Commercial Analysis

Virtual Audiences topic: How do American consumers of snack food products perceive Pringles products in light of the 2024 Pringles Super Bowl commercial? Did the 2024 Pringles Super Bowl commercial impact their appetite to purchase Pringles products?

Pringles Super Bowl insights summary

*Data generated using Yabble AI on 11 February 2024

 

1. Impact of the 2024 Pringles Super Bowl Commercial on Consumer Perception

• The majority of respondents found the commercial entertaining and amusing, with many highlighting the humor and creativity of the ad. The use of celebrity endorsement, specifically Chris Pratt, was noted as a positive element by several respondents.
• However, a significant number of respondents stated that the commercial did not change their perception of Pringles. They already viewed Pringles as a convenient and tasty snack option, and the commercial did not provide any new insights or significantly alter their opinion of the brand.

2. Influence of the Commercial on Purchasing Decisions

• The commercial did not have a significant impact on most respondents' decisions to purchase Pringles products. Many respondents stated that they prioritize personal taste, nutritional value, and familiarity with the brand over advertising when making snack choices.

3. Criticisms and Suggestions

• Some respondents felt that the storyline of the commercial, involving Chris Pratt's picture going viral, was forced or disconnected from the product. A few respondents suggested that a more straightforward commercial focusing on the product itself might have been more effective.

4. Comparison to Other Super Bowl Commercials

• When compared to other snack food commercials during the Super Bowl, opinions on the Pringles commercial were mixed. Some respondents felt that it stood out due to its humor, celebrity endorsement, and engaging storyline. Others felt that it was average or forgettable, lacking originality or a strong connection to the product.

Want more insights about the 2024 Pringles Super Bowl Commercial? Download the full report from Virtual Audiences here. 

Doritos Super Bowl Commercial Analysis

Virtual Audiences topic: How do American consumers of snack food products perceive Doritos products in light of the 2024 Doritos Super Bowl campaign? Did the 2024 Doritos Super Bowl commercial impact their appetite to purchase Doritos products?

Doritos Super Bowl insights summary

*Data generated using Yabble AI on 11 February 2024

 

1. Perception of Doritos Products

• Majority of the consumers value taste and quality over celebrity endorsements and marketing campaigns. They prioritize these factors when making purchasing decisions.
• Some consumers appreciate Doritos' shift towards inclusive marketing, viewing it as a positive step towards representing a diverse range of individuals.

2. Impact of the 2024 Doritos Super Bowl Campaign

• While the 2024 Doritos Super Bowl campaign was generally found to be entertaining, it didn't significantly influence consumers' perception of the brand or their willingness to purchase Doritos products.
• Celebrity endorsements in the campaign didn't sway most consumers' willingness to buy Doritos products. They view these endorsements as an added bonus or entertainment, but not a deciding factor in their purchasing decisions.
• The campaign sparked discussions among some consumers, particularly in relation to the brand's inclusive marketing efforts. However, it didn't necessarily lead to recommendations of Doritos products.

3. Influence of the CEO's Controversial Comments

• The controversy surrounding the Doritos' CEO's comments raised concerns for some consumers, making them question the brand's values and commitment to inclusivity.
• While the CEO's comments were concerning for some, many consumers separate the product from the person running the company. These comments didn't significantly impact their purchasing decisions or their perception of Doritos as a brand.

Want more insights about the 2024 Doritos Super Bowl Commercial? Download the full report from Virtual Audiences here. 

Mars’ M&M’s Super Bowl Commercial Analysis

Virtual Audiences topic: How do Americans perceive Mars’ M&M’s confectionary products in light of the 2024 Mars’ M&M’s Super Bowl commercial? Did the 2024 Mars’ M&M’s Super Bowl commercial impact their appetite to purchase Mars’ M&M’s products?

Mars' M&M's Super Bowl insights summary

*Data generated using Yabble AI on 11 February 2024

 

1. Perception of the 2024 Mars’ M&M’s Super Bowl Commercial

• The majority of respondents found the humor and inclusivity in the 2024 Mars’ M&M’s Super Bowl commercial enjoyable and entertaining. The involvement of celebrities and the unique product tie-ins, like the 'Almost-Champions Ring of Comfort', were appreciated by many and showcased M&M's creativity and innovation.
• However, some respondents felt that the humor and inclusivity were forced and didn't resonate with them. They preferred more authentic and less gimmicky advertisements. A few respondents also felt that the commercial didn't provide enough information about the product itself.

2. Impact on the Appetite to Purchase Mars’ M&M’s Products

• Many respondents stated that the commercial didn't significantly impact their likelihood to purchase M&M's products. They prioritize factors like taste, price, sustainability, and the brand's commitment to responsible practices over the entertainment value of a commercial.
• A few respondents mentioned the previous controversy surrounding the brand, indicating that it made them more cautious or skeptical about supporting Mars' M&M’s.

Want more insights about the 2024 Mars' M&M's Super Bowl Commercial? Download the full report from Virtual Audiences here. 

OREO Super Bowl Commercial Analysis

Virtual Audiences topic: How do American consumers of snack food products perceive OREO confectionary products in light of the 2024 OREO Super Bowl commercial starring Kris Jenner? Did the 2024 OREO Super Bowl commercial impact their appetite to purchase OREO products?

OREO Super Bowl insights summary

*Data generated using Yabble AI on 11 February 2024

 

1. Perception of OREO Products and the Impact of the 2024 Super Bowl Commercial

• Majority of the respondents did not see a strong congruence between Kris Jenner's image and the OREO brand, associating Jenner with the world of reality TV and celebrity culture, and OREO as a classic, timeless snack loved by many.
• The 2024 OREO Super Bowl commercial featuring Kris Jenner did not significantly influence most respondents' attitudes towards OREO products or their likelihood to purchase them.

2. Influence of Celebrity Endorsements on Snack Choices

• While some respondents admit that celebrity endorsements can create awareness and pique their interest in a product, most state that such endorsements do not heavily influence their snack choices.
• Many respondents prioritize factors such as taste, quality, convenience, and health considerations over celebrity endorsements when making snack choices.
• Some respondents do see a connection between Kris Jenner's image and the OREO brand, associating both with popularity and a strong presence in popular culture. These respondents were more likely to be influenced by the endorsement and consider trying OREO products.

Want more insights about the 2024 OREO Super Bowl Commercial? Download the full report from Virtual Audiences here. 

MTN DEW Baja Blast Super Bowl Commercial Analysis

Virtual Audiences topic: How do Americans perceive the MTN DEW Baja Blast beverage in light of the 2024 MTN DEW Super Bowl commercial starring Aubrey Plaza?

MTN DEW Baja Blast Super Bowl insights summary

*Data generated using Yabble AI on 11 February 2024

 

1. Celebrity Endorsement

• The celebrity endorsement by Aubrey Plaza in the MTN DEW Baja Blast Super Bowl commercial was generally well-received, with many respondents finding her involvement entertaining and adding a unique element to the advertisement. However, for some, the celebrity endorsement did not significantly influence their decision to try or recommend the product, as they prioritized factors such as taste, quality, and health considerations over celebrity involvement.

2. Personal Experience and Taste Preference

• Several respondents who were already fans of MTN DEW Baja Blast stated that their recommendation of the product was based on their personal experience and enjoyment of the drink, rather than the Super Bowl commercial or celebrity endorsement. These respondents prioritized the taste and quality of the beverage over other factors.

3. Commercial Creativity and Humor

• The creativity, humor, and unique scenarios portrayed in the Super Bowl commercial were appreciated by many respondents. The commercial was found to be engaging and memorable, and it successfully generated interest and curiosity about MTN DEW Baja Blast. However, some respondents felt the commercial was too over-the-top or chaotic, preferring a more subtle and informative approach.

Want more insights about the 2024 MTN DEW Super Bowl Commercial? Download the full report from Virtual Audiences here. 

Booking & Delivery Services Brands 

Booking.com Super Bowl Commercial Analysis

Virtual Audiences topic: How do travelers who use online booking platforms perceive the Booking.com brand in light of the 2024 Booking.com Super Bowl commercial? Did the 2024 Booking.com Super Bowl commercial impact their willingness to use Booking.com to book travel services?

Booking.com Super Bowl insights summary

*Data generated using Yabble AI on 11 February 2024

 

1. Perception of Booking.com's Brand and Commercial

• The Booking.com Super Bowl commercial featuring Tina Fey had mixed reactions among travelers. Some found it entertaining and appreciated the variety of accommodations showcased, while others felt it didn't resonate with their travel goals and preferences.
• The brand's mantra 'book whoever you want to be' was seen as intriguing and appealing to some, particularly those who value self-expression and individuality in their travel experiences. However, others prioritized practicality, reliability, and affordability over the concept of expressing different versions of themselves through accommodations.
• Celebrity endorsement by Tina Fey was seen as adding credibility and appeal to the brand for some respondents, but others stated that they prioritize factors such as competitive prices, user-friendly interfaces, and reliable customer reviews over celebrity endorsements.

2. Willingness to Use Booking.com

• The commercial influenced some travelers' willingness to use Booking.com for future travel bookings, particularly those who found the brand's mantra and the variety of accommodations appealing. However, many stated that they would still consider other factors such as price, customer reviews, and convenience before making a final decision.
• Some respondents stated that they would need to test out the platform themselves to determine its reliability and convenience before recommending it to others, despite the brand's strong market position and the impact of the commercial.
• A number of respondents stated that they prefer traditional travel agencies or other online platforms, and the commercial didn't sway their preferences.

Want more insights about the 2024 Booking.com Super Bowl Commercial? Download the full report from Virtual Audiences here. 

UberEats Super Bowl Commercial Analysis

Virtual Audiences topic: How do Americans who order food and items for home delivery perceive the UberEats brand in light of the 2024 UberEats Super Bowl commercial? Did the 2024 UberEats Super Bowl commercial impact their appetite to use UberEats services?

UberEats Super Bowl insights summary

*Data generated using Yabble AI on 11 February 2024

 

1. Perception of UberEats Brand

• The 2024 UberEats Super Bowl commercial controversy had varying impacts on the brand perception among Americans. Some individuals felt the brand's insensitivity towards food allergies in the commercial negatively impacted their view of UberEats, leading to hesitations in using or recommending the service.
• However, others believed that while the commercial was a misstep, it did not significantly alter their perception of the brand. They appreciated UberEats' response in removing the allergy reference and acknowledging the mistake, viewing it as a sign of accountability and willingness to learn from errors.

2. Impact on Usage of UberEats Services

• The impact of the commercial controversy on the usage of UberEats services was mixed. For some, particularly those with food allergies or who value health and safety, the commercial raised concerns about UberEats' commitment to customer well-being, leading to decreased usage or consideration of alternative services.
• On the other hand, many individuals, especially those without food allergies, did not feel the controversy significantly affected their usage of UberEats services. They still found the service convenient and reliable, and appreciated UberEats' swift response to the backlash.

Want more insights about the 2024 UberEats Super Bowl Commercial? Download the full report from Virtual Audiences here. 

Conclusions

But this isn't just about numbers and data points. It's about understanding the heartbeat of your audience, making nimble moves, and staying ahead of the curve. While this study focused on brand perception shifts post-Super Bowl advertising, that is not all Virtual Audiences can do.

Book a demo with the Yabble team today to discover the power of Virtual Audiences for your marketing and insights needs.