As of two weeks ago, a dozen brands were planning to skip Super Bowl LV. Since then Budweiser, Microsoft, and Walmart each announced they would also sit out this year’s Big Game.
Even so, a bunch of other brands filled the void and ViacomCBS sold out of its Super Bowl LV ad inventory.
(I guess that explains why the game didn’t end after three quarters even though the score would have been the same.)
So, who made the right decision?
Was it the roughly 20 former Super Bowl stalwarts that opted out of this year’s Big Game, the 20-some first-time advertisers who opted in, or the approximately 30 brands that never left?
It all depends on how they measure the impact of their Super Bowl ads.
In this column, we’ll check out the best and most effective Super Bowl ads and share marketing takeaways, as well as exploring how three different ad measurement methodologies stacked up.
What Does Super Bowl Ads Measurement Matter to Me?
Digital marketers are data-driven.