Campaign of the Week: Budweiser Super Bowl Ad Highlights History

The Super Bowl has long been considered one of the most popular annual occasions for TV advertisers. And this year was no different. One of the most popular advertisers throughout the years has been Anheuser-Busch, the company behind popular beer brands like Budweiser. This year, the company aired an ad that told the story of one of the company’s founders immigrating to the US. So what did consumers think about this historical ad? We asked 1,000 respondents about their thoughts on different beer brands and then tested the Budweiser Super Bowl ad to see if it had any impact.

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Beer Brands

In Ask Your Target Market’s latest online survey, 5% said they purchase or consume beer daily. 17% do so a few times per week. 18% buy beer a few times a month. 9% do so a few times every three months. 11% said they buy beer less frequently than once every three months. And 40% said they aren’t beer consumers at all.

Of those beer consumers, 65% said that they’ve at least tried Budweiser. And 33% drink Budweiser beer regularly. The brand was the most popular both in terms of regular consumers and those who have tried it in the past.

Budweiser Super Bowl Ad

Overall, 19% of respondents said that they would be certain or practically certain about choosing Budweiser the next time they purchase beer. And 18% said that it would be very probable. Of those who viewed Budweiser’s Super Bowl ad, 20% said they would be certain or practically certain about choosing Budweiser for their next beer purchase. And 21% said that it would be very probable.

In addition, 67% of those who viewed the ad said that they would be at least somewhat likely to watch the Super Bowl. And of those respondents, 25% said that they would be certain or practically certain about choosing Budweiser after viewing the ad. And 24% said that it would be very probable.

Brand Attributes

In general, respondents seem to see Budweiser as a beer that is made by a trustworthy company. Those who viewed the Budweiser Super Bowl ad were even more likely to see the brand as trustworthy. But it didn’t make a noteworthy impact when it comes to any other positive attributes. Those who said they would be likely to watch the Super Bowl also ranked the brand even more highly in terms of trustworthiness.

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Key Takeaways

The Budweiser Super Bowl ad seemed to resonate a bit with consumers as a whole, but more so with those who were likely to watch the Super Bowl. That’s good news for Anheuser-Busch, since that’s where the commercial was first aired. But going forward, the brand could also potentially benefit from placing the ad with similar types of programming, like other sports programming or major events. In addition, the ad seemed to make the biggest difference for the brand in terms of its image as a trustworthy company. So that could indicate that similar ads that call attention to that attribute could potentially make a positive impact for the brand going forward as well.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: Budweiser by Jeramey Jannene under CC BY 2.0

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on February 5 via AYTM’s online survey panel.

ABOUT THE AUTHOR: Anne Pilon
Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.