Beyond the Big Game: Examining Superbowl Ad Attribution Through Foot Traffic

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Have you ever wondered how big brands measure Superbowl ad attribution? One way to do this is to measure foot traffic after the advertisement runs.

The Super Bowl is more than just a football game; it’s a prime opportunity for advertisers to showcase their brands to a massive audience. In 2023, major brands like Bass Pro Shops, Dunkin’ Donuts, Jeep, Kia, Skechers, and T-Mobile invested in Super Bowl ads to grab the attention of millions.

But the big question is, did these pricey ads have an immediate impact? To find out if and how quickly the commercials resonated with consumers, we analyzed foot traffic data for these brands to see if there was a sudden uptick in consumers heading to their stores after the Super Bowl.

Understanding the Data

Our foot traffic data collected during the week following the Super Bowl last year (Feb 12-18, 2023) helps illustrate how consumers responded to ads from Bass Pro Shops, Dunkin’ Donuts, Jeep, Kia, Skechers, and T-Mobile. The percentage changes in foot traffic compared to the week prior (Feb 5-11, 2023) offer insights into the effectiveness of each brand’s Super Bowl commercial.

Brands that Saw Success

Bass Pro Shops emerged as a clear winner in our analysis, experiencing a substantial 6.4% increase in foot traffic. This noteworthy surge suggests that their Super Bowl ad not only captivated audiences but also enticed them to visit physical stores. However, it’s important to note that this spike coincides with the week of Valentine’s Day, raising the possibility that the increase in foot traffic may, in part, be attributed to consumers visiting the stores for Valentine’s Day gift shopping.

Brands with Modest Gains or Challenges

Skechers, T-Mobile, Dunkin’ Donuts, and Jeep saw more modest increases, with 2%, 1.4%, 1%, and 0.3% upticks in foot traffic respectively. While these changes may seem less dramatic, they indicate a positive response from consumers, translating into increased physical store visits.

Kia, however, faced a minor setback with a 0.2% decrease in foot traffic. While this dip is subtle, it raises questions about the effectiveness of their Super Bowl commercial in terms of driving immediate visits to their dealership locations.

What Does This Mean for Marketers and Advertisers?

The immediate impact of these brands’ Super Bowl ads, observed through foot traffic data, emphasizes the need for businesses to not only create captivating ads but to also consider the subsequent real-world consumer engagement with their brand. Foot traffic data and location analytics prove to be invaluable tools, providing actionable insights for marketers, advertisers, and business strategists.

As the 2024 Super Bowl approaches, foot traffic data can help brands assess the tangible impact of their ads on physical store visits. With this data, brands can not only gauge the immediate consumer response but also refine future marketing strategies. In a landscape where the Super Bowl is both a spectacle and a business opportunity, location analytics serves as a compass, guiding businesses toward understanding the true reach and resonance of their Super Bowl ads.

With Unacast’s recent merger with Gravy Analytics, we’ve elevated our capabilities to become one of the world’s foremost providers of location intelligence. To learn more, book a meeting with us today and discover how location intelligence can redefine your business strategy.


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