Super Bowl LVII was the third most watched television program in history with 113 million viewers, according to Nielsen. Advertisers all want to score a touchdown, but many will just settle for field goals. In other words, these advertisers may enjoy a surge in buzz on social media or a bump in YouTube views, but they will not be able to reach a level of performance that outweighs the cost of their investment. So, the question is: How do advertisers score a touchdown?

In marketing, brands must drive multiple metrics to be successful. Research shows that online and offline conversation, together, drive about 19 percent of purchases. Online conversations alone drive less than half of those purchases, essentially a field goal. This means that offline conversations are key to scoring a touchdown.

Which brands enjoyed not only a surge in online buzz, but also a lift in offline conversation? One of the biggest winners in 2023 was E-Trade with +350 percent lift in both offline and online conversations. E-Trade’s advertisement featured the return of the iconic talking babies as adult investors, which drove discussion of this humorous content both in person and on social media.

Read the full Bulldog Reporter article, here.

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