Brief • 1 min Read
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Brief • 1 min Read
What do Ben Stiller, Peyton Manning, Post Malone, and Sabrina Carpenter have in common? Other than higher-than-average net worths, all four will star in Super Bowl LX commercials on February 8th. Super Bowl ads have long been known for their eye-popping price tags ($8 million for 30-seconds of air time), creative storylines, and celebrity appearances. […]
Brief • 2 min Read
The future is knocking, but the sound is strangely out of tune. We’re mourning what’s fallen away—stable careers, predictable markets, even aesthetic originality—while trying to decode what comes next. New Harris Poll research reveals a generation that feels both electrified by possibility and unnerved by the speed of change. Download the Report The Promise and […]
Brief • 3 min Read
Insights from the 2024 Copa América I’m writing this article from Buenos Aires, Argentina—proud home of the current world champions. There are few places on Earth where football is lived as intensely as it is here. Every four years, the nation slips into countdown mode, and when the World Cup finally arrives, life pauses. The […]
Brief • 3 min Read
The podcasting world is seeing major shifts. Data from Statista indicates that in the last four years, podcast listeners have increased by 69%. Millions of consumers are turning to podcasts for entertainment, news, and storytelling. The popular music streaming app, Spotify has opened the door to more podcast listeners. Historically, Apple Podcasts held the top […]
Brief • 2 min Read
On International Beer Day, Dutch brand Heineken released a global campaign that deviated from the typical beer commercial. Rather than build anticipation for the first sip of a cold Heineken, their “You Can Forget About Beer” campaign shows half-filled Heineken bottles left behind on counter tops. Known as a brand that champions social interaction and living […]
Brief • 2 min Read
New year, new you. The start of a new year provides a natural point of reflection – what is going well, and what should change? Often, New Year’s resolutions center on health and fitness goals – including finally signing up for a gym membership. A New Year’s advertising push For years, Planet Fitness has leaned […]
Brief • 2 min Read
You could argue that the entire Super Bowl is positive press for the National Football League. However, the NFL also ran three national ads during Super Bowl LVIII – “Born to Play,” “Tackle Bullying,” and “Mental Game” (below). The NFL’s three ad spots emphasize how the professional sports organization is helping kids within the […]
Brief • 2 min Read
Chinese ecommerce site Temu made five appearances during Super Bowl LVIII (all the same ad) – to great success. Using the tagline “shop like a billionaire,” the repeated ad highlighted Temu’s low prices and the breadth of their offerings. After the ad aired on February 11th, Temu saw a 45% spike in app downloads. […]
Brief • 2 min Read
Hi Barbie! Whether you were team Barbie or Oppenheimer at the movies – or a mix of both – it’s undeniable the impact Greta Gerwig’s hit Barbie movie had on consumers this summer. Created by Ruth Handler and launched in 1959 by Mattel, for over six decades Barbie has been a household name and an […]
Brief • 2 min Read
After years of disrupted travel plans due to the COVID-19 pandemic, Americans are ready to travel in 2023. According to AAA, international travel is up more than 200% from 2022, and hotel bookings are up more than 300%. Using QuestBrand data, we can see that Hotels.com experienced a significant increase in brand equity (+4.1) from Q4 […]
Brief • 5 min Read
Since the end of the 2023 Super Bowl advertising season, one thing has come into focus: Super Bowl advertisers need to start thinking outside of the box. Running an ad during the Super Bowl is the holy grail of marketing for most brands. Advertising during the telecast of The Big Game™ can get an advertiser […]
Brief • 2 min Read
While the Super Bowl ads take front and center, national advertisers were not the only brands hoping to see a lift after February 12th. Super Bowl sponsors spent millions of dollars to be a part of football’s big day. Three-quarters (75%) of US adults agree that sponsoring the Super Bowl (i.e., the game, halftime show, […]
Brief • 3 min Read
Betting has long been an engrained part of the sports fan experience, but Super Bowl LVII marked the first time that the Big Game was held in a state with legalized sports betting. Currently, 36 states and the District of Columbia permit legal sports gambling. In last year’s report, we explored US adults’ support for […]
Brief • 1 min Read
Did you notice a wider array of alcohol brands advertising in this year’s Super Bowl? 2023 marked the first time in over 30 years that AB-InBev (maker of crowd favorites Budweiser, Bud Light, and Michelob Ultra) did not own exclusive alcohol advertising rights. Until now, no other alcohol brands could run national Super Bowl ads. […]
Brief • 3 min Read
Running a national Super Bowl ad is a big risk for any brand, but the stakes only get higher for new advertisers. Each year, emerging brands dip their toes into the Super Bowl advertising pool, hoping that their finance departments will not be disappointed by the results. With no baseline return on investment, these brands […]
Brief • 3 min Read
As industry first-mover Netflix recently announced its plans for a basic, ad-supported subscription tier, The Harris Poll surveyed a representative sample of American adults on behalf of Ad Age to determine consumers’ latest streaming preferences. Most digital streaming service subscribers find ads on streaming platforms too plentiful and uninteresting. That said, relatively few would pay […]
Brief • 3 min Read
Brands have increasingly invested in sponsored posts and direct partnerships with social media influences to promote their products and services. The Harris Poll recently polled a representative sample of U.S. adults on behalf of Ad Age to determine the impact that influencers have on consumer purchase decisions. A notable sum of U.S. adults find purchase-related […]
Brief • 3 min Read
Clothing resellers are uniquely positioned to address one of the most significant problems currently facing the fashion industry – its negative impact on the environment – by limiting clothing waste and reducing pollution from textile manufacturers. However, the eco-friendliness remains a draw for few secondhand shoppers. According Harris Poll data from June, only 22% of […]
Brief • 2 min Read
How much would you pay to get your brand in front of 96.4 million people? In 2021, Chipotle paid $5.5 million for their debut Super Bowl ad “Can a Burrito Change the World.” We argue that it may have been the best $5.5 million they ever spent (although Chipotle’s finance team may disagree.) Undeniably pricey, […]
Brief • 2 min Read
Louisiana’s popular fried chicken establishment, Raising Cane’s Chicken Fingers, is taking the country by storm. This popular quick service restaurant already has over 600 locations across 32 states, and they are looking to add an additional 100 locations by the end of 2022. Raising Cane’s (named after the founder’s Labrador Retriever) currently has 52,000 employees […]
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