In Super Bowl Ads, Data Shows Finance — Especially PayPal — Scored

  • JJ Hornblass
  • February 18, 2016
  • 1

No, this is not a Peyton Manning post.

New data released today shows that finance ads during Super Bowl 50 performed better than ever. And PayPal, in particular, posted the highest “likeability” score of any finance ad shown during a Super Bowl, according to ACE Metrix.

In total, 11% of the 53 ads during the Super Bowl promoted financial services companies. As a category, Financial achieved an ACE Metrix score of 589, topped only by Automotive (594) and Packaged Foods (623). It should be noted that Financial topped even Candies & Snacks, a traditional Super Bowl advertising category.

The ACE Score measures factors such as likeability, watchability and relevance in video ads.

PayPal, meanwhile, scored best among finance ads for its “There’s a New Money in Town” promotion. The newcomer to Super Bowl advertising hit a “likeability score” of 707, seventh-best during the big game. ACE Metrix cited PayPal, which radically updated its mobile app just today, as one of four newcomer advertisers that performed well. The PayPal ad, which was created by Crispin Porter + Bogusky L.A., generated 88% brand recognition, according to the advertising analysis firm. The ad has been viewed nearly 1.7 million times on YouTube.

Esurance, the Allstate unit, did well on social media. According to Marketing Charts, Esurance’s “Esurance Sweepstakes” campaign generated more than 1.6 million tweets, the most of any Super Bowl advertiser. Moreover #EsuranceSweepstakes was the top ad hashtag (1.6 million), ahead of #PepsiHalftime (244k) and #PuppyMonkeyBaby (75k). More than 15 million people saw tweets about the Super Bowl telecast, according to Nielsen.

In all, 111.9 million TV viewers watched the game this year.

 

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JJ started the first iteration of Bank Innovation back in 2007, and has been working on it ever since. He also serves as President & Chief Executive Officer of Royal Media, Bank Innovation’s parent. He founded Royal in 1995 and oversees all aspects of the New York-based diversified media company. Prior to forming Royal, JJ was on the editorial staff of American Banker, the daily newspaper, and worked as an editor of a business magazine in Hong Kong. As a reporter and editor, he has won journalism awards from the National Press Foundation, Newsletter & Electronic Publishers Foundation, and the Reader’s Digest Foundation. He has a BS in Economics from Yeshiva University and a Master’s from the Columbia University Graduate School of Journalism. He was also a Fellow at the University of Wisconsin-Madison Graduate School of Banking. He lives in New York City with his wife, two daughters, and son. He counts among his accomplishments one New York City Marathon, two New York City Triathlons and the 2010 Father’s Day 5K, the first race he ever ran with his daughters. He can be reached at hornblass@gmail.com or 212-564-8972.

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