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Feb. 8, 2016 Source: Avant Marketing news release Mars' Snickers brand television commercial received the highest score in Avant Marketing Group's Commercial Index Score for the 2016 Super Bowl. The Index, conducted by Avant Marketing's market planners, evaluates commercials based on three critical factors: media strategy, creativity, and marketing strategy. More than a popularity contest, the Index provides a true evaluation of the return on advertising investment for marketers. The Top 5 rated commercials for the 2016 Super Bowl include: 1. Mars' Snicker Bars - featuring William Defoe and vintage footage of Marilyn Monroe 2. Doritos (Frito-Lay) - Ultrasound 3. Avocados from Mexico 4. T-Mobile - featuring Steve Harvey 5. Turbo Tax (Intuit) - featuring Anthony Hopkins The Index also identified the commercials that delivered the least in return on investment. These included commercials from LG, SunTrust, Colgate, Squarespace and a small business spot sponsored by Intuit. The Avant Marketing Commercial Index considers the following factors for the evaluation: Media Strategy. Advertisers have the opportunity to select placement within the game. Normally, commercials that run during either the first or second commercial break receive the highest ratings. Yet, in close games, a 3rd or 4th quarter buy can be as effective in advertising reach and attention as earlier commercials. The Index not only takes into consideration the advertising placement, but also the status of the game activity and score to rate the placement of each commercial. Creativity. This rating evaluates the actual commercial creative in terms of attention-getting and uniqueness that can lead to memorability. Marketing Strategy. This rating focuses on the strategy that the commercial is based. It evaluates how the commercial communicates either the product/service attribute or how the messaging supports the sponsor's brand. All three ratings are weighted equally in the Index. For 2016, the winning Snicker commercial ran early in the game, utilized attention-getting creative and maintained the candy bars' long-term brand positioning. About Avant Marketing Group Avant Marketing Group is a market planning firm located in St. Louis, Missouri. The firm provides market research, market planning, strategic product development and branding. Tweet |
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