How Super Bowl ads impact sales on Amazon.com
March 3, 2017 10:03 AM
Super Bowl ads are almost as important as the big game itself, the holy grail of advertising where companies spent an all-time high of $5 million to secure a 30-second spot during this year’s event.
We looked at Profitero’s Amazon FastMovers* reports (which monitor and benchmark Amazon’s Top 100 Best Sellers across key categories such as Grocery and Soft Drinks) in the two weeks leading up to Super Bowl (January 23-February 5 2017) and the two-week period directly following Super Bowl (February 5-February 19 2017) to determine which brands saw the most movement in Amazon.com’s Top 100 Best Sellers for the Soft Drinks category.
Halftime show sponsor, Pepsi, ranked as the brand with the highest number of products to feature in Amazon.com’s Top 100 for the category in the two weeks leading up to Super Bowl, accounting for 14 products in the list. During the two-week period directly following Super Bowl, Pepsi had the same number of products (14) to feature in the top 100 Best Sellers for the category.
Antioxidants drink Bai also advertised during this year’s Super Bowl, with a widely acclaimed commercial (Bai Bai Bai) featuring pop star Justin Timberlake and Christopher Walken.
In the two weeks before the Super Bowl, Bai accounted for 12 products in the Top 100 Best Sellers in the Soft Drinks category on Amazon.com. However, in the two-week period after the commercial aired, Bai increased its count to 14 products in the Top 100, sharing the top spot with Pepsi for the most number of products to appear in the Best Sellers ranking in soft drinks.
Bai was also one of Super Bowl’s advertiser perception winners, and one of only two advertisers (alongside NFL) to see two out of three important consumer perception scores rise by a statistically significant margin after the big game. Those two measurements are Buzz ("If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?") and Word of Mouth ("Which of the following brands have you talked about with friends and family in the past two weeks, whether in person, online or through social media?”).
The importance of brand perception and customer advocacy is further highlighted in the number of consumer reviews for Bai drinks on Amazon: Bai is shown to have almost 10 times more reviews than Pepsi, with 1,253 customer reviews per Bai product on average compared with Pepsi’s 146 reviews per product on average.
*Amazon FastMovers methodology: In each country, Amazon updates its 100 best-selling products in each category hourly. Profitero monitors these bestsellers lists in the US daily and analyzes products’ performance over specific time periods to produce a cumulative ranking of best-selling products.
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