After a long period reflecting the realities of lockdown life, the UK’s supermarkets are now focusing more on the usual summer themes – BBQs and value.

With the summer in sight, many supermarket brands look to a more relaxed and sociable season and use their advertising to encourage folks to get back out into the garden with the BBQ. Using our industry-leading in-market measurement platform Phoenix Brand Effect, we took a look at the recent advertising of popular Supermarket brands in the UK to see which are resonating with consumers and which are getting left on the shelf.

 

From a general standpoint, one trend that we observed from this batch of advertising was that brands that have established a strong property (Tesco – Food Love Stories, Aldi – Good Swap, Bad Swap, Morrisons – Wonky) tend to perform better in building branded memorability. While these properties take time to establish, they enable the consumer to quickly lock into the brand, which helps them cut through the more generic food or basket price comparison ads.

Morrisons’ “Wonky Range” comes out strongly regarding the ads themselves, offering benefits to both the consumer and planet and tapping into the current shopping zeitgeist.

Aldi’s “Good Swap Beach” uses an amusing creative device to lock in the value message. Despite introducing the Aldi brand late in the ad, the campaign’s continuity through 2021 ensures it lands nicely for the brand.

Tesco’s “Ollie’s Thank You Burger” uses a strong emotional message while delivering food at the centre of its messaging.

A weaker performer is Lidl’s “Quality for All” ad, whose visuals and messaging are more category generic and therefore branded memorability suffers. The brand itself is also referenced briefly; then the visuals are unbranded until the final scenes.

Interested in gaining additional insights into the why’s behind the performance of these ads or how these campaigns performed at the brand level? Drop us a line!

 


 

Phoenix Brand Effect is the gold standard for in-market performance and can provide real-world, real-time, in-flight ad measurement to help you establish a baseline for future campaigns. Looking to bridge the gap between pre-market creative development and in-market tracking? Our newly-developed AdPi-Brand Effect Platform offers clients a seamless solution to maximize ad performance using creative diagnostics (AdPi®) to generate forward-looking estimates to understand your creative’s full in-market performance potential (Brand Effect).

Economic Outlook

Phoenix Wealth & Affluent Monitor Economic Optimism increased among Mass Affluent households but decreased among High Net Worth households. Mass Affluent Optimism erased its May decline, while reaching 64% this month, the same as in April 2021. The seven-percentage point increase was accompanied by a six-percentage point decrease in Pessimism. Among HNW households, Optimism and Pessimism both decreased two percentage points to 59% and 31%, respectively, while Uncertainty increased to 10%.

Investing Outlook

The June 2021 Phoenix Wealth & Affluent Monitor Investment Outlook follows a similar pattern as the Economic Outlook among both Mass Affluent and HNW investors. There was a two-percentage-point increase (to 40%) among Mass Affluent investors who expect to increase their investments over the next three months, coupled with a two-point drop among those who expect to make a net decrease in their investments. June results show a significant reduction in HNW investors who expect to increase their investments in the next three months, from 47% in May to 35% in June. Those investors who are expecting to make no changes to their portfolios increased from 49% in May to 60% in June, while those who expect to decrease their investments remained steady at 5%.

Perspective

April 2021 had marked the pinnacle of a months-long, post-pandemic increase in Economic Optimism among HNW investors; however, since April, economic uncertainty and pessimism have increased again. For Mass Affluent investors, it appears that May’s Optimism decrease was a hiccup, as it returned to 64% as it was in April. Among the HNW audience, it remains to be seen if Economic Optimism is merely leveling off, or if a new downward trend has begun. Overall, investors currently remain much more optimistic and interested in growing their investable assets now compared to the same time last year. Affluent investors are clearly hopeful about 2021 and their financial situations overall, but the ongoing fears of a potential increase in COVID-19 cases/variants and its negative impact on the economy still weigh on the mind of those with $1MM+ assets.

 

At the start of the pandemic, we took a look at two online gambling and sports betting brands, who were met with a unique opportunity to capture the growing market of consumers looking for something new to do while at home.

Now, with the world opening up rapidly and people returning to casinos, the future for this market is somewhat in question. The two majors players in the game, FanDuel and DraftKings, who initially went beyond targeted digital advertising to pursue consumers through TV advertising, are now faced with a new challenge to use their advertising to break through to consumers as life returns to normal.

We broke down the recent advertising of these brands below, using our in-market measurement platform Phoenix Brand Effect.

 

Ad-Level Insights

FanDuel holds the top spot in Brand Memorability with “Moreways to Win,” which cleverly integrates their tagline in the announcer’s voiceover within the ad’s context, reminding viewers that there are indeed more ways for users to win with their app. Their recurrent branding throughout the ad also gave them a high score for Brand Linkage, but not quite enough to beat out competitor DraftKings.

While DraftKings“Super Bowl Prediction Challenge” ad falls short for Ad Memorability, it manages to make a bit of a comeback with branding. Their ad continues to feature strong brand integration and consistency with others they have run in the past, allowing for brand recognition from viewers.

Brand-Level Insights

FanDuel continues to hold their lead over DraftKings in overall breakthrough, mainly due to their strong Ad Memorability score of 44%, compared to just 32% for DraftKings (which falls below the 35% norm for the category). However, DraftKings does manage to gain some ground when it comes to their branding, effectively beating out FanDuel for that metric with a score of 53% (versus FanDuel’s 46%). This shift could be due in part to the fact that DraftKings has put more support behind fewer ads, allowing them to wear in with consumers.

For additional advertising effectiveness insights within this emerging category, or to learn how we can help you optimize your messaging and creative, let’s talk!

 


Phoenix Brand Effect is the gold standard for in-market performance and can provide real-world, real-time, in-flight ad measurement to help you establish a baseline for future campaigns. Looking to bridge the gap between pre-market creative development and in-market tracking? Our newly-developed AdPi-Brand Effect Platform offers clients a seamless solution to maximize ad performance using creative diagnostics (AdPi®) to generate forward-looking estimates to understand your creative’s full in-market performance potential (Brand Effect).

At long last, in-person happy hour is officially back for most Americans, and we couldn’t be more thrilled. With most cities and states back to pre-COVID accessibility, people are ready and eager to leave the Zoom meetings and social-distanced drive-by’s behind and celebrate with friends and loved ones once again.

With the summer season in full swing, many brands are picking up on the vibes of consumers and using their advertising to encourage folks to get back out there with their favorite alcoholic spirits. Using our industry-leading in-market measurement platform Phoenix Brand Effect, we took a look at the recent advertising of popular alcoholic spirit brands to see which are resonating with consumers and which are getting left on the bar.

 

From a general standpoint, one trend that we observed from this batch of advertising was that more than half of the ads featured their products being used to create a signature cocktail (or, in the case of Baileys Irish Cream, dessert). This trend might imply that although bars and restaurants are almost entirely opened back up, many consumers still opt to gather at home and try their hands at mixing up cocktails themselves.

In terms of the ads themselves, despite not having the top score in either Ad Memorability or Branding, Proper No. Twelve’s “Proper Heroes” is the winner in terms of overall breakthrough. The Irish whiskey brand’s ad was consistent across both metrics and was probably bolstered by the company’s founder, MMA Fighter Conor McGregor, who is the main spokesperson in the ad itself. The ad also mentioned the brand’s commitment to donate up to $1 million per year to first responders, which likely resonated with many viewers.

The Baileys Irish Cream “Forgetting Dessert” ad had us craving something sweet and running to the store with their strong branding. Due in part to the ad’s overall branding and unmistakable use of the product itself, it was the top performer in terms of Brand Linkage. However, the ad’s lackluster scores for general recall cost it the top slot for overall breakthrough.

Another strong performer in general recall was Absolut Vodka’s “Delicious Drinks, Moments to Remember” ad, depicting a group of friends making cocktails in the park. While their branding was considerably low (well below the norm for the category), their Ad Memorability scores effectively put them at the top of the metric.

Bacardi’s “Conga” ad falls at the back of the lineup with below-norm scores in both Ad Memorability and Brand Linkage. Featuring a dance montage-style format and few brand cues to tie back to the subject of the ad itself, their ad, unfortunately, did not hit the notes with consumers that they likely intended.

Interested in gaining additional insights into the why’s behind the performance of these ads or how these campaigns performed at the brand level? Drop us a line!

 


 

Phoenix Brand Effect is the gold standard for in-market performance and can provide real-world, real-time, in-flight ad measurement to help you establish a baseline for future campaigns. Looking to bridge the gap between pre-market creative development and in-market tracking? Our newly-developed AdPi-Brand Effect Platform offers clients a seamless solution to maximize ad performance using creative diagnostics (AdPi®) to generate forward-looking estimates to understand your creative’s full in-market performance potential (Brand Effect).

When bars and restaurants closed down due to the pandemic, most consumers turned to ordering take-out and delivery as their primary means of supporting their local businesses. Companies like UberEats, DoorDash, and GrubHub gained in popularity and became a staple in our daily, couch-dependent lives. In fact, the global pandemic has more than doubled business for food delivery apps.

Now, with COVID restrictions eased to near zero and restaurants back to full capacity in many cities across the U.S., we don’t yet know the effect the shift back towards “normal” will have on these brands, their delivery drivers, and consumers. Will these companies take a huge hit as consumers go back to dining in restaurants, or will the convenience of delivered meals discovered during the pandemic carry over to become a more regular aspect of daily life?

Using our industry-leading in-market measurement platform Phoenix Brand Effect, we took a look at the recent advertising of the top three food delivery apps and how their ads are stacking up against one another.

 

 

Based on the data, we can see UberEats is leading the group in terms of overall performance, with top scores for both ad memorability and brand linkage. Their “March Madness Super Fan” ad, which features actress and comedian Leslie Jones, provides a humorous take on the different versions of ourselves from quarantine and now. This relatable ad is evocative of the type of advertising we tend to see during the Super Bowl, with humor playing front and center in the ad’s story and their smart use of rising star Leslie Jones, who expertly portrays how most of us felt during the days of lockdown.

Runner-up DoorDash also utilizes a celebrity presence in their “Big Game Teaser – Nom Nom” ad in the hopes of boosting their ad’s performance. DoorDash’s “Sesame Workshop” campaign features stage actor (and Hamilton star) Daveed Diggs and familiar faces from The Neighborhood like Big Bird, Cookie Monster, and Grover. While the clever storyline involving Diggs and everyone’s favorite Muppets made the ad quite memorable, DoorDash’s branding was not very prominent in the ad itself. Their lack of relevant brand cues caused the ad to fall short on Brand Linkage and brought down their overall breakthrough.

Grubhub’s “Perks: Delivery Dance” ad, which first aired in November 2020 but picked up steam in early 2021, has received a myriad of mixed reviews, ranging from critiques of the animation, the song choice, and the hip-swinging dance moves. This flurry of criticism dubbed the ad “one of the first big memes of 2021”, but didn’t mean all bad for the ad itself. As we’ve seen before when it comes to controversial advertising, this ad’s questionable reception has secured it some effective branding; after all, nobody is going to mistake this ad for anything else anytime soon.

Interested in learning how these campaigns performed on a brand level or looking for additional insights into the why’s behind the performance of these ads?  Drop us a line!

 


 

Phoenix Brand Effect is the gold standard for in-market performance and can provide real-world, real-time, in-flight ad measurement to help you establish a baseline for future campaigns. Looking to bridge the gap between pre-market creative development and in-market tracking? Our newly-developed AdPi-Brand Effect Platform offers clients a seamless solution to maximize ad performance using creative diagnostics (AdPi®) to generate forward-looking estimates to understand your creative’s full in-market performance potential (Brand Effect).

Summer is finally upon us and with COVID restrictions lifting, more people are excited to get out and spend time with friends and loved ones, cold beers in hand. Interestingly, many of the ads for alcoholic beverages (namely, beer) that we’ve seen in the last few months have been shifting back to the types of ads we saw in The Beforetimes. Masks and messages to stay in and social distance that were unique to ads in 2020 now seem to be phasing out, making way for scenes of people back at the bars, in the office and crowded together in backyards once again.

As we prepare to kick off the summer season, we’re taking a look at the performance of some recent beer ads that launched in 2021, using our industry-leading in-market measurement platform Phoenix Brand Effect.

 

In terms of overall breakthrough, Corona’s “Take Time to Make Time” featuring rapper Snoop Dogg knocks all other competitors off the beach. This ad, which is one of many in their latest “La Vida Más Fina” campaign, was executed simply and with prominent branding throughout, while also making use of their highly recognizable packaging. Their use of celebrity presences in their ads (which also include actress Zoe Saldana and rapper Bad Bunny) further helped bolster the ad’s memorability.

Samuel Adams’ “Your Cousin From Boston Gets Vaccinated” ad emerges as the runner-up, which benefitted from humor, creative consistency (from their larger “Your Cousin from Boston” campaign), and the ad’s timely and relateable premise of getting vaccinated. It is also interesting to note that the top two ads in this analysis (belonging to Corona and Sam Adams) were both a part of larger ad campaigns, which suggests these ads benefitted from the overall campaigns’ wear-in over time.

Guinness’s “St. Patrick’s Day Silver Lining” ad is also a strong contender and barely beats out Sam Adams in terms of Ad Memorability. However, their slightly lower branding brought their overall score down, suggesting that the Irish visuals and voiceover brogue were not enough to drive Brand Linkage.

Despite low Ad Memorability scores, Budweiser’s “Reunited with Buds” ad scores higher than almost all other competitors for Brand Linkage. This could be due in part to the ad’s use of the brand’s signature Clydesdale horse, which has been a staple of their brand for decades.

If you would like information on how these campaigns performed on a brand level, or for additional insights into the why’s behind the performance of these ads, contact us!

 


 

Phoenix Brand Effect is the gold standard for in-market performance and can provide real-world, real-time, in-flight ad measurement to help you establish a baseline for future campaigns. Looking to bridge the gap between pre-market creative development and in-market tracking? Our newly-developed AdPi-Brand Effect Platform offers clients a seamless solution to maximize ad performance using creative diagnostics (AdPi®) to generate forward-looking estimates to understand your creative’s full in-market performance potential (Brand Effect).

As large-scale vaccine rollouts continue and cities ease their restrictions on mask-wearing and social distancing requirements, more gyms and fitness centers are opening back up and even reversing their mask mandates. However, many consumers have gotten used to the convenience and (often) lower costs of working out from home, and many do not plan on returning to gyms anytime soon.

As a result, at-home fitness brands still need to keep a foot on the gas with their advertising to keep consumers engaged. Earlier in the pandemic, we took a look at some at-home fitness brands (NordicTrack, Mirror, and Tonal) to see how their ads were performing in-market and in terms of creative effectiveness.

Now, more than half a year later, we’re checking back in with these brands to see if their advertising is still holding strong in this increasingly engaged market, using our industry-leading in-market measurement solution Phoenix Brand Effect.

Although NordicTrack previously held the top spot in terms of Ad Memorability, Mirror has now taken the lead with knockout scores in not only breakthrough but also in Brand Linkage and Brand Memorability. Their ad “You Are Not Alone” has shown to be more memorable and connect back to the brand at a higher level than their competitors.

While NordicTrack’s “More Than a Class” still breaks through at a higher level than Tonal’s “Smartest Home Gym”, it still falls below the norm and cannot make that connection with consumers.

If you would like information on how these campaigns performed on an overall brand level, or for additional insights into the why’s behind the performance of these ads, contact us!

 


 

Phoenix Brand Effect is the gold standard for in-market performance and can provide real-world, real-time, in-flight ad measurement to help you establish a baseline for future campaigns. Looking to bridge the gap between pre-market creative development and in-market tracking? Our newly-developed AdPi-Brand Effect Platform offers clients a seamless solution to maximize ad performance using creative diagnostics (AdPi®) to generate forward-looking estimates to understand your creative’s full in-market performance potential (Brand Effect).

Economic Outlook

After a steady increase since December 2020, the Phoenix Wealth & Affluent Monitor Economic Optimism decreased in May for both Mass Affluent and High Net Worth households. Among Mass Affluent households, Optimism decreased seven percentage points to 57% in May. The percent of those “unsure” about the economy remained steady, decreasing one point to 6%, but those with a pessimistic outlook about the future of the U.S. economy increased from 29% in April to 36% in May. High Net Worth households with a positive outlook on the US economy also decreased seven percentage points, from 68% to 61% in May. Pessimism increased to 33% of HNW investors this month, up from 25% in April.

Investing Outlook

The Phoenix Wealth & Affluent Monitor Investment Outlook increased notably in May among High Net Worth investors, with 47% expecting to make net increases to their investments, up from 39% in April. The reported HNW investment increase comes from those who would have otherwise left their investments unchanged, as those reporting “No Changes” decreased from 56% in April to 49% this month. Mass Affluent investors’ Investment Outlook remained steady in May, with 38% expecting to make net increases in their investments. Their Investment Outlook has remained relatively unchanged since a five-point increase to 37% in March.

Perspective

Market volatility in May 2021, along with other global macroeconomic issues are the likely culprits for ending the months-long upward trend of Economic Optimism among affluent investors. With this month’s temporary erosion in optimism, levels still remain well below pre-pandemic ratings for both audiences, though the ongoing improvements seen throughout early 2021 mean that optimism is still much higher than during the height of the pandemic. Despite the recent drop in positive sentiment, these fears have not affected affluent investors’ willingness to increase their investments. It appears that the market will experience a surge in new investment dollars, particularly among HNW households who have been planning to invest more over the last several months of results from the Wealth & Affluent Monitor Investment Outlook.

Despite the effects of the pandemic beginning to ease, many people are still sticking to the habits they formed during lockdown; wearing sweatpants during the day, moving the coffee table for at-home workouts, and opting for the speed and convenience of fast food.

Fast food continues to be an ever-popular choice among Americans and with the increased prevalence and production value of QSR advertising showing perfectly crispy chicken nestled between two impossibly fluffy buns, who can blame them! Overall, it’s estimated that online spending on chicken sandwiches grew 4X in 2020.

QSR’s have been battling it out over the crowded chicken sandwich landscape, now dubbed the “Chicken Wars”, and have been gaining speed in recent months. Established players like McDonald’s, KFC, and Wendy’s have been fighting off smaller SOV competitors Popeye’s and Chick-Fil-A looking to take a bite out of the market.

We used our industry-leading in-market measurement solution, Phoenix Brand Effect, to break down the performance of these ads and see if we can identify a leader in the flock.*

Although McDonald’s “From the Makers” and KFC’s “Chicken Business” ads have the most recall (Ad Memorability), Wendy’s “The End of the Chicken Wars” and Sonic’s “The Way it Should Be” blow them both out of the water when it comes to branding. Sonic’s high performance for Brand Linkage is surprising, given that they only put a fraction of the GRP behind their advertising compared to Wendy’s. This suggests that while fewer people may have viewed Sonic’s ad, those that did see it remembered the brand associated with it.

However, in terms of overall ad performance (Brand Memorability), KFC emerges as the leader with a narrow lead over Wendy’s. While Wendy’s had slightly better branding, KFC’s ad was more memorable, which is likely what earned them the top slot.

Interestingly, Chick-Fil-A’s “Little Things – Jade and Will” ad falls at the bottom of the category, with low scores for recall, branding, and breakthrough. However, this low performance could be attributed to the fact that once the larger players joined the game, smaller SOV brands like Chick-Fil-A and Popeye’s had a much harder time standing out to consumers.

*Please note that these findings are based on ads at the individual level, not on an aggregate brand total. Some of these brands produced multiple ads for their “chicken sandwich” campaign, but we based our data on the best-performing ad from each brand, taking into account general sample and program GRP.

If you would like information on how these campaigns performed on a brand level, or for additional insights into the why’s behind the performance of these ads, contact us!

 


 

Phoenix Brand Effect is the gold standard for in-market performance and can provide real-world, real-time, in-flight ad measurement to help you establish a baseline for future campaigns. Looking to bridge the gap between pre-market creative development and in-market tracking? Our newly-developed AdPi-Brand Effect Platform offers clients a seamless solution to maximize ad performance using creative diagnostics (AdPi®) to generate forward-looking estimates to understand your creative’s full in-market performance potential (Brand Effect).

With most families (especially those with school-age children) spending the better part of over a year together at home, quick and easy foods are a top priority. This is especially true for “the most important meal of the day”, which has been experiencing a renaissance of sorts these past 14 months. While in previous years faster, on-the-go meals have gained in popularity for their convenience and portability, more traditional breakfast foods have been coming back with most consumers working (and attending classes) from home and are expected to stick around for a bit even after people start returning to their normal routines.

As a result, breakfast brands (namely, cereal manufacturers) need to be at the ready with their advertising to capture this returning market. Using our industry-leading in-market measurement solution, Phoenix Brand Effect, we took a closer look into the advertising effectiveness of some of the top breakfast cereal brands of this category.

 

 

According to the data, General Mills appears to be dominating the breakfast cereal advertising landscape. Their ad for Lucky Charms came in well above the norm in terms of Brand Linkage; and for good reason, who can mistake their iconic mascot, Lucky the Leprechaun, for anything else? Their strong branding is likely the main contributor for their winning breakthrough.

The next couple of slots are still occupied by General Mills brands (Cinnamon Toast Crunch and Cheerios, respectively) when it comes to Brand Memorability, edging out Kellogg’s, their primary competitor. It is also worth noting that while Kellogg’s Raisin Bran scored high in terms of Ad Memorability, all three General Mills brands have extraordinary branding, which gives them the competitive edge in the landscape.

 


 

For additional insights into the why’s behind the performance of these ads, contact us!

Phoenix Brand Effect is the gold standard for in-market performance and can provide real-world, real-time, in-flight ad measurement to help you establish a baseline for future campaigns. Looking to bridge the gap between pre-market creative development and in-market tracking? Our newly-developed AdPi-Brand Effect Platform offers clients a seamless solution to maximize ad performance using creative diagnostics (AdPi®) to generate forward-looking estimates to understand your creative’s full in-market performance potential (Brand Effect).

Thanks to the global pandemic, consumers have found themselves paying very close attention to their personal health & hygiene these last 14 months to stay healthy and avoid contracting COVID-19. In addition to social distancing and mask-wearing, many people turned to vitamins and dietary supplements to boost their overall immune system and be ready to fight off sickness.

As a result, many vitamin and supplement brands have found themselves amid growing consumer demand for their products, specifically those focusing on immune support and general well-being. Using our industry-leading in-market measurement solution, Phoenix Brand Effect, we took a closer look into the advertising effectiveness of some of these brands.

 

 

In terms of overall performance, Culturelle leads the immunity-support pack in both ad memorability and branding. This is likely due to the humorous and relatable nature of their ad, which depicts a realistic view of many people’s WFH life over the past year.

The runner-up for the category is Centrum, whose narrow lead over the rest of the competitors is held only by their strong ad memorability, as their lackluster branding brought their score down below the norm.

 


 

For additional insights into the why’s behind the performance of these ads, contact us!

Phoenix Brand Effect is the gold standard for in-market performance and can provide real-world, real-time, in-flight ad measurement to help you establish a baseline for future campaigns. Looking to bridge the gap between pre-market creative development and in-market tracking? Our newly-developed AdPi-Brand Effect Platform offers clients a seamless solution to maximize ad performance using creative diagnostics (AdPi®) to generate forward-looking estimates to understand your creative’s full in-market performance potential (Brand Effect).

While the trend towards online banking and investing began before the COVID-19 pandemic, new digital-only financial services brands emerged and began advertising on TV. And, while contactless payments have been on the rise and accelerated during the pandemic, several of these new advertisements focus on both physical debit cards and mobile payments for children and young adults. Other recent ads highlight flexible lending and retirement planning capabilities.

Using our industry-leading in-market measurement solution Phoenix Brand Effect, we have identified the top-performing emerging advertisers in the digital financial services category, based on Ad Memorability (the percentage of an ad’s natural in-home viewers who can remember its content the next day).

 

 


 


 

 


 

 


 

 


 

 


 

 

Understanding performance among individual ads, and the contextual drivers of performance, can help your brand optimize its copy rotation.
For additional insights into the why’s behind the performance of these ads, contact us!

 


Phoenix Brand Effect is the gold standard for in-market performance and can provide real-world, real-time, in-flight ad measurement to help you establish a baseline for future campaigns. Looking to bridge the gap between pre-market creative development and in-market tracking? Our newly-developed AdPi-Brand Effect Platform offers clients a seamless solution to maximize ad performance using creative diagnostics (AdPi®) to generate forward-looking estimates to understand your creative’s full in-market performance potential (Brand Effect).

Economic Outlook

April 2021 results from the Phoenix Wealth & Affluent Monitor Economic Optimism improve for the fourth consecutive month among HNW and fifth consecutive month among Mass Affluent. Having an optimistic view of the future of the U.S. economy increased from 61% in March to 64% in April among Mass Affluent (MA) households with $250K-$999K investable assets and from 62% in March to 68% in April among High Net Worth (HNW) households – those with $1MM+ investable assets. Pessimistic views of the U.S. Economy have decreased from 48% in December 2020 to 29% in April 2021 among Mass Affluent households and from 50% to 25% among High Net Worth households.

Investing Outlook

The Phoenix Wealth & Affluent Monitor Investment Outlook remained relatively steady from March to April, increasing one percentage point to 38% in April among Mass Affluent households. The Investment Outlook among High Net Worth households decreased by two percentage points during April from 41% to 39%. Investment Outlook for both audiences remains largely on par with pre-pandemic levels.

Perspective

Phoenix’s Economic Optimism continues to indicate a strong post-COVID-19 recovery among affluent households in the United States. The year-to-date average Optimism scores (57% for both MA and HNW) have outpaced the 2020 full-year average scores (44% for both MA and HNW) and are on track to reach 2019 levels (63% for MA and 68% for HNW). Though Phoenix’s Investment Outlook April indicators appear somewhat stagnant, 2021 to date is already outpacing the three-year average pre-pandemic (from 2017 to 2019). Overall, April 2021 results from the Phoenix Wealth & Affluent Monitor indicate a continued positive trend in affluent investor sentiment.

 

Economic Outlook

March 2021 results from the Phoenix Wealth & Affluent Monitor Economic Optimism continue an upward trend for the third consecutive month. Over six in ten affluent U.S. households reported a positive economic outlook, the highest positive outlook since February 2020. Since the start of 2021, optimism has increased from 47% to 61% among Mass Affluent households ($250K-$999K investable assets) and from 46% to 62% among High Net Worth households ($1MM+ investable assets). Approximately three-in-ten affluent households are pessimistic about the future of the U.S. economy while 8%-9% are unsure.

Investing Outlook

The Phoenix Wealth & Affluent Monitor Investment Outlook increased significantly in March following a recent downward trend, and now hitting its highest levels since the fourth quarter of 2020. Among Mass Affluent investors, 37% say they will increase their investments in the next three months, (up from 32% in February). Just over four-in-ten High Net Worth investors (41%) report that they will increase their investments, up from 31% in February. Only 4% from each of the two segments say they will decrease their investments in the next three months.

Perspective

For the first time in 2021 both Phoenix Wealth and Affluent Monitor economic indicators, Economic Optimism and Investing Outlook, have increased in the same month. By comparison, before the economic downturn in March 2020, over 7 in 10 Mass Affluent and HNW households had a positive economic outlook and over 4 in 10 households expected to increase their investments. The positive upward trends seen thus far in 2021 indicate a strong rebound in investor sentiment as financial concerns due to COVID-19 continue to fall. If the current trend continues, both economic indicators could potentially reach pre-pandemic levels by the end of May 2021.

 

While the heavy hitters like Coca-Cola, Pepsi, and Budweiser sat on the bench this year, their absence opened up space to allow an unprecedented number of first-time advertisers to enter the field. Out of the 49 total advertisers in this year’s Super Bowl, nearly half were Rookies, which begs the question, how did these newbies perform on game day?

 

Using a combination of Phoenix Brand Effect and AdPi Creative Diagnostics, we are proud to present the Top 10 Performing First-Time Advertisers and the 2021 Super Bowl LV Advertising Rookie of the Year:

Pop the Bubbly for Jake (and Drake) from State Farm

With a knockout Blended Performance Score, State Farm declared itself the Super Bowl LV Advertising Rookie of the Year and even secured the Bronze Medal in the overall ad landscape, an impressive feat for a first-time advertiser.

Capitalizing on the popularity of its long-running campaign featuring its Jake character, State Farm took the concept to the next level in this year’s Big Game. Still, their success in this highly-unique landscape could also be attributed to their long-standing advertising presence in the NFL this season.

State Farm has been running campaigns that feature NFL players and personalities (often referred to as contextual ad spots) throughout 2020 and 2021, which have been shown to boost performance and breakthrough. Their ads featuring NFL players Aaron Rodgers and Patrick Mahomes convey a clear message about the brand through a simple and humorous storyline.

The humorous premise of comical stand-ins for Patrick Mahomes and Aaron Rodgers, culminating with Drake introducing himself as “Drake from State Farm”, elevated overall Brand Ad Appeal, primarily due to substantial breakthrough. Strong AdPi results reinforce the creative construct’s success; the ad connects in multiple ways and is highly likely to drive action.

Similar to Amazon, State Farm took flight online, generating high levels of earned media. The campaign ranked in fourth place in terms of overall posts created about the campaign and tied for fourth place on the number of likes, comments, and shares that those posts generated.

 


 

Get Ahead of the Game

The experts at Phoenix have been hard at work tracking all national Super Bowl LV ads, from the coin toss to the final play. We measure an ad/brand’s TV media efforts and the online/social media attention using a combination of in-market performance (Phoenix Brand Effect), creative potential deep-dives (AdPi), social media engagement tracking.

For a free glimpse into the Super Bowl performance of your ads (or those of your competitors), give us a shout!

The countdown to kickoff has begun, and we’re now just days away from Super Bowl LV. Keeping with recent tradition, many of this year’s advertisers have released teasers and sneak peeks into what their Super Bowl ads will look like this year.

With big-name advertisers like Coca-Cola, Pepsi, and Budweiser sitting this one out, we are seeing an unprecedented number of first-time advertisers hitting the field—16 and counting! Brands like Scott’s Miracle-Gro, Vroom, and Chipotle (to name just a few) will have the unique opportunity to step out from the looming shadow of the heavy hitters and (hopefully) capture their moment in the spotlight.

While we anxiously await the arrival of Super Bowl Sunday, let’s check out the brands that will be facing off to become Super Bowl LV’s Advertising Rookie of the Year.

Stay tuned next week for our advertising analysis of the Big Game!


While We Have You…

We at Phoenix know that it is more important than ever to track the effectiveness of in-game advertising. Phoenix Brand Effect is the only tool that can effectively track and measure ad memorability in the context of this new and ever-changing viewing landscape.

Phoenix’s Super Bowl LV 360 Report provides a deep-dive analysis of performance at the brand and ad level. More than just a ranking system, our analysis helps advertisers understand specific drivers of success in this highly unique airing environment. We are also incorporating the Phoenix AdPi Score into our 360 report for the first time, providing a second-to-none in-depth analysis into creative drivers behind the ads’ performance.

Grab your masks and your personal pizzas—the Super Bowl is just around the corner, and this year’s advertisers are gearing up for what will surely be a game like no other.

While some Big Game elements may never change (hello Tom Brady and his fierce rivalries), between scaled-down viewing parties and major brands sitting on the bench, it’s no surprise that this year’s Super Bowl is going to look very different from years past.

The Heavy Hitters are Sitting This One Out

Major brands with a historically notable Super Bowl presence, such as Pepsi, Coca-Cola, and Budweiser, have decided not to advertise this year.

2021 marks 10-years that Pepsi has sponsored the halftime show at the Super Bowl, and this year they are replacing their usual ad spot with a new campaign to advertise their halftime show featuring The Weekend. But fear not, Mountain Dew, who is owned by PepsiCo, will once again return to the Super Bowl with what we can only imagine will be a humorous and star-studded spot.

Pepsi’s longtime competitor, Coca-Cola, will also sit this year out, focusing instead on “investing in the right resources during these unprecedented times.”

Another Super Bowl ad MVP, Budweiser, known for having some of the most memorable and popular Super Bowl ads of all time, will be breaking with 37 years of tradition and not advertising during this year’s game. Instead, they will focus their 30-second spot in partnership with the Ad Council in bringing awareness to COVID-19 vaccine distribution.

A Golden Opportunity for Smaller Advertisers

With the Super Bowl advertising giants sitting this one out, smaller brands now have a unique opportunity to make a stronger impact with their advertising. This year’s ad lineup features many first-time advertisers, including Chipotle, Vroom, Doordash, and Scotts Miracle-Gro.

In recent months, we have observed a similar trend of new players in the ad game outperforming well-established, big-name brands. Stepping out from these larger brands’ looming shadow will allow smaller advertisers, who spent roughly $5.5 million for a 30-second spot, the chance for their ads to (hopefully) break through the clutter and garner more ad and brand memorability.

How We Will Be Watching

With most bars and restaurants across the country restricted to low capacity or remaining closed altogether and a crowd limit on at-home Super Bowl parties, the game’s overall viewing dynamics are going through a shift. But what kind of impact will that shift have on engagement and viewership?

With fewer people watching from crowded bars and restaurants, there could be less of an opportunity for viewers to get distracted, enabling people to pay closer attention to the game (and therefore, the ads themselves.) On the other hand, many people only tune in to the Big Game for the sake of the event itself, and without the excitement of a surrounding crowd whooping and cheering, will the less-dedicated fans still bother to tune in?

Additionally, a growing number of people (Millennials in particular) are cutting their ties with cable providers altogether, opting for Wifi-only subscriptions or live TV add-ons to current streaming services, such as YouTube TV or Hulu Live. Without a bar or friend/family’s house to watch the game at, this group of viewers could shrink this year.

Luckily, this year’s game features an exciting lineup, with returning Super Bowl champs the Kansas City Chiefs facing off against the Tampa Bay Buccaneers (and their famous QB Tom Brady). This new rivalry might help make up the difference in viewership that the pandemic will undoubtedly have diminished.

We’ll See You at Kickoff

While the Super Bowl is still the biggest advertising event of the season, this year’s game is packed full of changing factors whose outcome nobody can predict. We don’t yet know how viewers will engage this year versus years past or how the lack of larger advertisers will affect smaller brands’ performance.

However, we know that it is more important than ever to track the effectiveness of in-game advertising. Phoenix Brand Effect is the only tool that can effectively track and measure ad memorability in the context of this new and ever-changing viewing landscape.

Phoenix’s Super Bowl LV 360 Report provides a deep-dive analysis of performance at the brand and ad level. More than just a ranking system, our analysis helps advertisers understand specific drivers of success in this highly unique airing environment. We are also incorporating the Phoenix AdPi Score into our 360 report for the first time, providing a second-to-none in-depth analysis into creative drivers behind the ads’ performance.

Economic Outlook

The Phoenix Wealth & Affluent Monitor Economic Optimism trend experienced a minor decrease for the second straight month among HNW investors, dropping from 47% in November to 45% in December. Economic Optimism remained steady for Mass Affluent investors, increasing one percentage point, to 43% in December.

Investing Outlook

The Phoenix Wealth & Affluent Monitor Investment Outlook – the percentage of HNW investors who plan to increase their investments over the next three months increased nine percentage points in December to 38%.  35% of Mass Affluent investors indicate that they will increase their investments in the next three months, a three-point decrease from November.

Perspective

After a strong start to 2020, the economic outlook waned as COVID-19 gripped the nation. After hitting rock bottom in March and April, affluent investors’  economic outlook slowly improved until leveling out in November among the wealthiest investors and decreasing among the Mass Affluent investors. While affluent investors never put the brakes on their investing activity in 2020, there were a couple of months, particularly among HNW investors, where we saw an unprecedented spike in divestment activity. We expect the first half of 2021 to be a wild ride as the economy reacts to COVID-19 vaccine distribution and a new administration takes the helm in the White House.

 

The Holidays are finally here, and while the Most Wonderful Time of the Year will look a little different for most of us (dinner in our PJ’s and awkward Zoom calls with relatives), some traditions will stay the same. For many who find themselves binge-watching on the couch during this time of year, cheery, funny, or heartwarming holiday ads are a classic reminder of the season upon us.

We used Phoenix Brand Effect (our in-market ad performance measurement solution) to look at the Holiday ads airing this season, and in classic 2020 fashion, we observed some new trends.

Spreading (Crafted) Holiday Cheer

At first glance, a key theme we have observed in this year’s holiday advertising is thoughtful, homemade gifts that create a personal connection. At the center of that spirit are Etsy and Hobby Lobby, both of which tend to have a smaller media presence relative to bigger, more traditional Holiday advertisers like Amazon and Kohl’s. Despite their smaller footprint, both Etsy and Hobby Lobby are doing very well this year behind the strength of heartfelt ads that showcase crafted, personalized, and budget-friendly gift options. The fact that their ads are capturing the attention of so many viewers may be a reflection of a changing base of shoppers who not only are struggling financially due to the pandemic but who also are searching for creative ways to emotionally connect with their loved ones.

Not only are these retailers keeping with this new trend of gift-giving this year, but their advertising is actually outperforming some of the bigger traditional holiday advertisers with deeper pockets. Etsy’s new “Gift Like You Mean It” campaign features three new heartwarming ads, one of which that showcases gifting a personalized ornament to a loved one’s partner. This well-executed concept has some of the best Brand Memorability (percent of real-world viewers who can recall the ad and brand the day after exposure) we’ve seen so far this season at 36%-38%, well over the 20% norm for the retail Holiday ads category.

Similarly, Hobby Lobby’s new “Christmas Is What You Make It” campaign, which features an elderly couple making crafts to match-make their neighbors is also over-performing on Brand Memorability, with an average score of 34%. Even the :10 cut-down in the campaign is standing out, reaching the high score of 40% Brand Memorability, demonstrating that a strong creative concept and execution will break through even as a 10-second ad.

These ads are blowing traditional bigger spending retailers out of the water, whose advertising typically focuses on doorbuster sales and a frantic rush to buy gifts for the holidays. Despite the seemingly endless string of bad omens and tragic events that is 2020, we’re glad to see one of the few glimmers of hope as the little guys break through the advertising clutter in a big way to spread some holiday cheer.

Honorable Mentions

While not falling in the same category as Etsy and Hobby Lobby, it would be remiss not to mention these brands also performing well with their holiday ads. Old Navy came in at the top of our advertising Nice List with their #Rupaulidays campaign, which features toe-tapping beats, colorful collages, and of course, TV personality/drag queen RuPaul. These catchy spots emerged as the top-performing holiday ads this year, with top scores in Brand Memorability, Brand Linkage, and Brand Recall. Another brand whose ads are worth mentioning this year is Duluth Trading Company. Their “Salvage the Season” campaign recognizes that 2020 has been extra uncomfy, and their humorous, animated ads take a much-needed light-hearted approach to the season and earned them above-average scores for Brand Memorability and Brand Linkage.

As the global pandemic rages on, Holiday purchasing will be different this year for half of all consumers and potentially for seven-in-ten overall. We can help you effectively track & measure your Holiday advertising so you can ensure your consumers stay engaged with your brand long after the New Year’s ball has dropped. Let’s connect!

Economic Outlook

The Phoenix Wealth & Affluent Monitor Economic Optimism trend line shifts from 48% to 47% in November among HNW investors, following six straight months of growth. Among the Mass Affluent investor audience this month, Economic Optimism falls from 51% in October to 42% in November, which breaks a trend of three months of growth, but is still well above ratings from the peak of the Coronavirus pandemic.

Investing Outlook

The Wealth & Affluent Monitor Investment Outlook – the percentage of affluent investors that plan to increase their level of investments in the next three months – saw mixed results this wave between audiences. 38% of Mass Affluent investors indicate that they are likely to increase their investments, which is a 3% improvement versus October. The 38% Investment Outlook rating from Mass Affluent investors is the highest level seen since February 2020. Conversely, a notably lower frequency of High Net Worth respondents indicate increased investment activity when compared to last wave. Only 29% of HNW investors report a high Investment Outlook this month, the lowest point for this audience since mid-2019.

Perspective

The November 2020 Phoenix Wealth & Affluent Monitor results break a several months-long trend of growth in both Economic Optimism and Investment Outlook, but do not necessarily indicate the start of another major negative shift in the market. How affluent investors feel about the US economic outlook was likely heavily impacted by major events such as the 2020 elections, news of potential COVID-19 vaccines, and more. Furthermore, with the approaching end of the calendar year, investor sentiment may also be once again impacted by considerations for taxes and other year-end financial decisions or deadlines. Given that Economic Optimism only erodes very slightly among HNW, and Investment Outlook still increases among the Mass Affluent group this month, this appears to simply be only the inevitable end to any long-running streak of growth, and not automatically indicative of any serious concerns for either investors, financial companies or professionals.