by Laurie Sullivan @lauriesullivan, February 2, 2017

Marketers like to think the $5 million spent for one 30-second Super Bowl LI ad will reap rewards down the road, so what brands that ran an ad in Super Bowl 50 are consumers still searching for one a year later?

Data released Thursday from Quantcast analyzes winners from last year’s Super Bowl advertising blitz, such as Wix, Hyundai, Doritos, Amazon, Mountain Dew, T-Mobile, Axe, Budweiser, Heinz, and Mini to determine the brands that consumers still search for one year later.

Looking ahead to this year’s game, Quantcast identified the top 10 brands from Super Bowl 50 based on rankings from Visible Measures. Then the company analyzed the searches that each brand received during the 30 days prior- and post-Super Bowl 50. The analysis then determined the search volume ranking.

Of the ten top brand that ran advertisements in Super Bowl 50, Amazon ranked No. 1 with the biggest bump in searches, followed by Mini at No. 2, and Axe at No. 3.

But it wasn’t enough to determine the ranking. Quantcast also wanted to explore the current demographics for the brands, so the analysis highlights details about who has been searching for these companies.

For the Quantcast 2017 search volume ranking and demographics, the data was pulled between December 28, 2016 and January 27, 2017.

Amazon attracts higher-income and higher-educated consumers ages 45 and older. Mitsubishi, Cadillac and Kia are the car brands of choice. This demo typically works either in business or marketing and has an interest in technology, outlet shopping and employment.

Mini, at No. 2, attracts mostly Black females age 45 and older who drive Volkswagens or Lincolns and work in services, government or law professions. Their interests reside in law, entertainment, and face and body care.

A few brands have begun to attract a different demographic than they did a year ago. Axe, which once attracted those ages 55 to-64, now skews more toward a younger female demographic, ages 18 to 34, who pick Mitsubishi, Lincoln or Kia as the car brand of choice. They work in human resources, government, or services.

Hyundai at No. 4 skews more toward males age 45 and older with a wide salary range. Most drive cars made by Hyundai, Lincoln or Jeep and work in business, administration or real estate. Their interests are mainly focused on cars, food and home improvements.

T-Mobile rounds out the top 5 with more searches from those ages 45 to 54, ethnically diverse, who have kids. They skew toward Mitsubishi, Kia and Lincoln for their car of choice and work in human resources, government and services.

From the list of Super Bowl 50 advertisers that Quantcast analyzed, Wix, Budweiser, T-Mobile and Hyundai are confirmed to return for Sunday’s Super Bowl LI game.

MediaPost.com: Search Marketing Daily

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