Lowdown: Which Super Bowl ads might actually sell stuff?
By Sarah Sutton • February 11, 2016
There’s often a difference between Super Bowl ads that are liked and ads that sell stuff, at least according to ratings by two syndicated testing firms. But Doritos appeared to perform well on both fronts. The “Doritos Dogs” ad scored tops both on likeability in Ace Metrix consumer testing and in overall creative effectiveness from Advertising Benchmark Index, incorporating what ABX says are metrics proved to correlate with sales — “awareness, messaging, reputation and call-to-action.” Ads from Heinz, TurboTax (Intuit) and Snickers also made both lists.