Verdict Overturned Zyman claims and Mission to Mars were Advertising Victors

Steal Super Bowl Advertising Victories From Budweiser and Mountain Dew

ATLANTA–(BUSINESS WIRE)– Popular Super Bowl Ads that Don’t Sell Brands are Dethroned in Findings Presented by Sergio Zyman and

Sergio Zyman and his Internet company,, today announced that consumers have crowned and Mission to Mars champions of this year’s Super Bowl advertising derby.

The spot bested all other competitors by registering a 722% increase in purchase intent, more than any other ad aired during the Super Bowl broadcast. Advertising for the feature film Mission to Mars also turned in very strong results, delivering a 19.7 point increase in purchase intent, the largest increase in absolute terms of all the ads aired. Sergio Zyman, the former Chief Marketing Officer at Coca-Cola, will discuss the full research results and field questions in a free online cybercast on Thursday, February 3rd at 4:00 pm EST. Visit to register.

These research findings contrast sharply with some of those conducted and reported by USA TODAY, which rates Super Bowl ads annually based on how much viewers like them. USA TODAY recently named Budweiser and Mountain Dew the victors in Sunday’s Super Bowl advertising showdown based on their survey of 273 adults during the game. However, Sergio Zyman’s research found that the Budweiser spot chosen by USA TODAY generated only a slight increase in purchase intent among viewers. The Mountain Dew ad was found to have reduced viewer purchase intent by 15%. Therefore these Super Bowl ads are unlikely to generate additional sales for their brands.

“Advertising that doesn’t get consumers to buy more of your product is, by definition, a dud,” said Sergio Zyman. “The sole purpose of marketing is to get more people to buy more of your product, more often, for more money,” he explains. “When you spend more than $2 million each time you air a spot during the Super Bowl, you sure better be selling more product. That’s why our research focused on pre-exposure versus post-exposure purchase intent,” he said. “Going forward, it’s important that marketers get focused on developing ads that move product, not just make people feel good,” he added.

The research was conducted on 51 of the advertising spots that were aired during the Super Bowl broadcast. The study was fielded by Penn, Schoen & Berland, a highly respected political polling firm, and involved a total of 1450 adults. The study has a margin or error of approximately +/- 6%. is the definitive online destination for marketing professionals. Its mission is to empower world class marketing by enabling professional marketers to build their knowledge and capability, define and position their brands, execute with the best tools and resources, and manage their careers like a brand. The Atlanta-based firm was recently founded by Sergio Zyman.