Super Bowl 2015: A Review of the Adver8sing & Promo8onal Ac8vity Prior to the Big Game
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Super
Bowl
2015:
A
Review
of
the
Adver8sing
&
Promo8onal
Ac8vity
Prior
to
the
Big
Game
© 2015 Market Track. Private and Confidential 1
Overview
Market Track 360 Series – Super Bowl
Opt-‐in
Email
Radio
Social
Media
Market
Track
reviews
the
omni-‐channel
adverJsing,
TV
(Net/
Spot,
Cable,
Online
Display
promoJonal,
and
pricing
Syndicated)
acJvity
leading
up
to
Super
Bowl,
with
a
focus
Online
on
TV
commercials
during
Cinema
Video
the
broadcast,
Food
and
360o
view
of
Beverage
category
what
impacted
promoJons
leading
up
to
Outdoor
the
Super
Bowl
Mobile
the
big
game,
and
pricing
shopper
for
TVs
throughout
January.
FSI/Direct
Mail
Online
Websites
Market
Track’s
360
Series
recaps
key
calendar
events
throughout
the
year
to
understand
how
E-‐
Trades
commerce
retailers
and
brands
engaged
with
consumers
to
win
their
Circulars/
Magazines
ROP
business
© 2015 Market Track. Private and Confidential 2
Super Bowl through the Shoppers’ Eyes
Market Track Omni-Purchase Ecosystem
TradiJonally,
TV
and
electronic
media
were
used
to
develop
brand
equity
and
awareness.
Television
««««« «««« «« «
Online
Video
«« «««« ««« «
While
other
Online
Display
«« «««« «««
media
types
were
seen
as
Radio
«« ««« «« «
more
tacJcal,
driving
Social
Media
«««« ««« «« «
purchase
Web
Promos
«« ««« «««« ««
decisions.
Opt-‐In
Email
««« «««« But
t««
hese
roles
««
conJnue
to
evolve
Mobile
Ads
««« ««« «««
and
vary
by
««
FSIs/Coupons
«« « category.
««« «««««
Print
Circulars
« «« «««« «««««
© 2015 Market Track. Private and Confidential 3
Methodology
SecJon
1:
Awareness
§ Review
of
all
TV
adverJsements
that
aired
during
the
Super
Bowl
broadcast,
from
kick-‐off
show
through
post-‐game
§ Showcase
best-‐in-‐class
use
of
Social
Media
in
support
of
Super
Bowl
TV
adverJsements
SecJon
2:
ConsideraJon
§ Examine
print,
email,
online,
social,
and
broadcast
promoJons
from
retailers
in
the
Grocery,
Drug,
and
Mass
channels
to
influence
shoppers
planning
their
Super
Bowl
food
purchases
SecJon
3:
Preference
§ Measure
the
promoted
pricing
and
use
of
offers
and
overlays
on
Super
Bowl
food
products
by
Grocery,
Drug,
and
Mass
retailers
in
specific
markets
SecJon
4:
Purchase
§ IdenJfy
the
lowest
online
and
promoted
prices,
and
best
discounts,
for
TVs
in
the
Mass,
Electronics,
and
e-‐commerce
retail
channels
4
© 2015 Market Track. Private and Confidential
Awareness
Taking
advantage
of
the
Super
Bowl
audience
impact
a
consumer’s
knowledge
and
In
this
sec4on,
we
will
address
ques4ons
that
awareness
of
the
different
brands
adver4sed
during
the
Super
Bowl:
•
Which
adver8sers
were
Super
Bowl
viewers
exposed
to
most?
• When
before,
during,
or
a?er
the
game
different
brands
were
presented
to
viewers?
• Which
consumer
categories
did
viewers
see
m
ost
during
Super
Bowl
commercials?
• Which
brands
gave
consumers
opportunity
to
see
their
Super
Bowl
messaging
early?
© 2015 Market Track. Private and Confidential 5
By the Numbers…
3,920
total
seconds—or
about
one
hour
and
five
minutes
—of
TV
commercial
air
Jme
from
Super
Bowl
kick-‐off
through
post
game
$521,125,000
of
total
esJmated
Super
Bowl
TV
ad
spend
61
different
brands
adverJsed
across
31
different
categories
49.7
overnight
TV
raJng
(NBC
Sports
PR),
the
highest
in
Super
Bowl
history
by
3%
115
total
unique
TV
commercials
from
kick-‐off
show
through
post-‐game
© 2015 Market Track. Private and Confidential 6
Top Ten Super Bowl Advertisers
TV Commercials (excl. NBC, NBC Affiliates, and the NFL)
Top
Ten
Super
Bowl
TV
Adver8sers
(Various
Metrics)
Es8mated
TV
Ad
Spend
Total
Time
On-‐Air
Total
#
of
TV
Spots
Brand
Es8mated
Spend
Brand
Air
Time
(seconds)
Brand
#
of
TV
Spots
Universal
Pictures
$26,500,000
Universal
Pictures
210
Chevrolet
6
Budweiser
$18,000,000
Chevrolet
180
Universal
Pictures
5
Microsoh
$18,000,000
Budweiser
120
Budweiser
2
Toyota
$18,000,000
Microsoh
120
Doritos
2
Bud
Light
$13,500,000
Toyota
120
Esurance
2
Jeep
$13,500,000
Bud
Light
90
Lexus
2
NaJonwide
Insurance
$13,500,000
Jeep
90
McDonald's
2
Nissan
$13,500,000
McDonald's
90
Microsoh
2
Chevrolet
$12,500,000
NaJonwide
Insurance
90
Mophie
2
McDonald's
$11,000,000
Nissan
90
Mountain
Dew
2
**Source:
Compe8track
Data
NaJonwide
Insurance
2
Between
Budweiser
and
Bud
Light,
Paramount
Pictures
2
Anheuser-‐Busch’s
esJmated
TV
spend
Subway
2
for
Super
Bowl
totaled
over
$30
Universal
Pictures
and
Anheuser-‐ T-‐Mobile
2
million
Busch
brands
each
had
210
seconds
of
Toyota
2
combined
air
Jme,
yet
Universal
Pictures’
spent
an
esJmated
$5
million
less
than
AB
Despite
their
esJmated
spend
ranking
ninth
among
all
Super
Bowl
• *Spend
esJmates
for
TV
AdverJsing
are
derived
by
first
performing
a
hands-‐on
review
of
adverJsers,
Chevrolet
had
more
TV
adverJsing
as
it
runs,
and
then
leveraging
a
variety
of
resources
to
apply
reasonable
cost
spots,
and
the
second
most
total
air
esJmates
to
the
adverJsing
acJvity
observed.
Jme
• **EsJmated
spend
for
NBC,
NBC
Affiliates,
and
the
NFL
were
omiaed
as
they
were
the
Super
Bowl
presenJng
organizaJons
© 2015 Market Track. Private and Confidential 7
Super Bowl Commercial Timeline
NBC,
the
NFL,
and
Universal
Pictures
McDonald’s
and
Esurance
each
had
had
the
most
consistent
presence
Mountain
Dew
and
Subway
caught
one
spot
in
both
of
the
first
two
Super
with
each
showing
at
least
one
TV
viewers
tuning
in
for
pre-‐game
or
Bowl
broadcast
hours,
while
Mophie’s
spot
in
at
least
four
of
the
five
hour
postgame,
yet
neither
was
adverJsed
spots
ran
in
the
9pm
and
10pm
blocks
during
the
Super
Bowl
during
the
game.
broadcast
hours
broadcast
Legend
Commercial
presence
in
>1
broadcast
hour
Commercial
presence
in
1
broadcast
hour
**Source:
Compe8track
Data
© 2015 Market Track. Private and Confidential 8
Top Advertised Categories
Entertainment/Media (excl. NBC & Affiliates) & Automotive
Entertainment/Media
Brand
Es8mated
TV
Ad
Spend
Universal
Pictures
$26,500,000
Paramount
Pictures
$6,500,000
Focus
Features
$4,500,000
Walt
Disney
Pictures
$4,500,000
Universal
Studios
$2,250,000
20th
Century
Fox
$2,000,000
Automo8ve
The
16
brands
within
the
top
two
Brand
Es8mated
TV
Ad
Spend
adverJsed
categories—Entertainment/
Toyota
$18,000,000
Jeep
$13,500,000
Media
and
AutomoJve—accounted
for
39%
Nissan
$13,500,000
of
all
Super
Bowl
TV
esJmated
ad
spend.
Chevrolet
$12,500,000
BMW
$9,000,000
Dodge
$9,000,000
Fiat
Auto
$9,000,000
Kia
$9,000,000
Lexus
$9,000,000
Mercedes
Benz
$9,000,000
**Source:
Compe8track
Data
© 2015 Market Track. Private and Confidential 9
Social Brings Super Bowl Viewers into the
Advertisement
Facebook
1/18-‐21:
Various
hints
on
#UpForWhatever
Super
Bowl
Facebook
1/16:
#FirstLook
Facebook
1/22:
Real
Life
PacMan
full
Commercial;
pictures
of
PacMan
at
a
clip
of
Real
Life
ad
to
run
on
the
Tonight
Show;
construcJon,
Jmelapse
videos,
etc.
PacMan
Super
Bowl
Ad
posted
for
first
Jme
to
Social
Media
Facebook
1/28:
Full
ad
posted
a
second
Jme
TV
&
Facebook
2/1:
Official
airing
of
Bud
Light
Super
Bowl
Ad
1/16
1/18-‐21
1/22
1/28
2/1
Doritos
engaged
their
followers
on
Social
Media
starJng
on
1/5
with
the
ability
to
vote
for
their
favorite
potenJal
Super
Bud
Light
also
made
viewers
a
part
of
their
Super
Bowl
Bowl
ad.
Through
the
month
they
introduced
addiJonal
promoJon
using
Social
Media
by
throwing
a
“Real
Life
interacJve
acJviJes
(Face-‐o-‐rater)
and
Sweepstakes
PacMan”
Party
in
Los
Angeles,
and
teasing
out
clips
of
the
(#BOLDPARODY)
that
brought
viewers
into
the
Super
Bowl
trailer
and
pictures
of
the
PacMan
site
starJng
on
1/16
adverJsement
Facebook
1/13:
Face-‐
Facebook
1/5:
Viewers
told
they
get
o-‐rater
introduced
to
Facebook
1/31:
VoJng
closed;
new
to
vote
for
favorite
SB
commercial— rate
SB
commercial
Facebook
1/15-‐22:
Four
reminders
to
vote
contest
to
both
vote
and
win
$5,000
Winning
submission
gets
$1
million
opJons
by
using
video
Tweet
that
mimics
and
a
job
at
Universal
Pictures
the
video
viewer
wants
to
win
TV
&
Facebook
2/1:
Official
airing
of
Doritos
Super
Bowl
Ad,
winners
crowned
©1/5
2015 Market Track. Private and1/13
Confidential
1/15-‐22
1/31
2/1
10Consideration
Grabbing shopper attention before the big game
In
this
sec4on,
we
will
examine
when
and
how
retailers
4med
and
themed
their
omni-‐
channel
adver4sing
and
promo4onal
messages
rela4ve
to
shopper
expecta4ons:
• When
were
shoppers
made
aware
of
Super
Bowl
related
sales?
• How
frequently
were
shoppers
presented
with
sale
informa8on
leading
up
to
Super
Bowl?
• Were
the
categories
and
products
shoppers
look
for
during
Super
Bowl
given
prominent
ad
space/presence?
• Was
sale
informa8on
available
to
shoppers
at
every
point
of
influence?
© 2015 Market Track. Private and Confidential 11By the Numbers…
9%
year
over
year
increase
in
the
number
of
print
circulars
published
by
Grocery,
Drug,
and
Mass
stores
in
the
three
weeks
leading
up
to
Super
Bowl,
indicaJng
a
conJnued
focus
on
print
to
gain
consideraJon,
win
preference,
and
drive
purchase
14
of
the
21
Grocers
in
this
study
adverJsed
a
“Super
Bowl”
theme
on
at
least
one
print
circular
front
page
in
the
weeks
leading
up
to
the
big
game
§ Among
the
top
three
naJonal
Drug
and
Mass
stores,
four
adverJsed
at
least
one
“Super
Bowl”
theme
on
their
print
circular
front
page—only
CVS
and
Rite-‐
Aid
did
not
24%
year
over
year
increase
in
the
number
of
opt-‐in
emails
sent
by
Grocery,
Drug,
and
Mass
stores
in
the
three
weeks
leading
up
to
Super
Bowl
5
of
the
16
Grocers
for
which
we
monitored
email
acJvity
in
advance
of
the
Super
Bowl
adverJsed
their
game-‐day
savings
in
at
least
one
email
subject
line
in
the
two
weeks
leading
up
to
Super
Bowl
Sunday
Only
2
of
the
top
15
promoted
product
categories
on
Grocery
website
home
pages
were
idenJfied
by
shoppers
as
Super
Bowl
Trip
Drivers
© 2015 Market Track. Private and Confidential 12Super Bowl Promotional Timeline
Target
Target
began
engaging
shoppers
with
Super
Bowl
promoJons
via
TWEET
1/20:
“What’s
email
on
1/19.
They
pushed
TWEET
1/29:
“Big
game
calls
for
big
TWEET
1/31:
“It’s
your
dip
lineup
consumables
promoJons
via
Social
eats.”
Crunch
Time.”
looking
like?”
Media
and
Print,
and
durables
via
Email,
Website,
and
Print
PRINT
CIRCULAR
EMAIL
1/19:
“Up
to
20%
EMAIL
1/22:
“Super
TV
DROP
1/25:
“Super
WEBSITE
HOME
EMAIL
1/28:
“Are
you
off
big-‐game
party
prep.
savings
+
the
big
game
=
Savings”
PAGE
THEME
ready
for
Sunday’s
big
Touchdown.”
best
party
ever”
CHANGE
1/25:
game?
Kickoff
deals
“Super
Savings
for
here.”
Super
ParJes”
1/19
1/22
1/25
1/28
© 2015 Market Track. Private and Confidential 13
**Source:
Market
Track
FeatureVision®
Data
Grocery Super Bowl circulars meet shopper
expectations, websites fall short
Grocery
stores
did
an
excellent
job
aligning
the
products
promoted
in
print
circulars
with
the
products
shoppers
are
seeking
deals
on
for
Super
Bowl—seven
of
the
top
15
promoted
categories
were
Super
Bowl
Trip
Drivers—yet
Grocery
websites
lacked
the
product
mix
to
win
Super
Bowl
shopper
aaenJon
(only
two
trip
drivers
in
the
top
15
promoted
categories).
Super
Bowl
Trip
Drivers*
Top
Promoted
Products
–
Print**
Top
Promoted
Products
–
Website**
Top
promoted
products
on
Grocery
Products
50%
or
more
of
shoppers
Top
promoted
products
in
Grocery
print
website
home
pages
in
the
two
weeks
will
add
to
their
cart
on
their
Super
circulars
in
the
two
weeks
prior
to
Super
prior
to
Super
Bowl
Bowl
shopping
trip
if
on
sale...
Bowl
Beer/Wine
Cereals
-‐
Ready
to
Eat
Health
Brand
PromoJon
Alcohol/Spirits
Drinks
-‐
Sodas
Vitamins/Herbs/Supplements
Snacks
-‐
Potato
Chips
Yogurt
Beauty
Brand
PromoJon
Drinks
-‐
Sodas
Coffee
-‐
Ground/Bean
Shampoos
Snacks
-‐
TorJlla
Chips
Crackers
Fr.
Single
Srv
Entrée
Fr.
Pizza
Meat
-‐
Chicken
Deodorants
Deli
Meats/Cheeses
Fr.
Dessert
Infant
Formula
Crackers
Snacks
-‐
Potato
Chips
NutriJon
-‐
Bars
Condiments
Meat
-‐
Beef
-‐
Butcher
Block
Cat
Food
Meat
-‐
Chicken
Canned
Soup
Salads
-‐
Packaged
Paper
Towels
Meat
-‐
Pork
Stomach
Remedies
Meat
-‐
Beef
Cookies
Fr.
Pizza
Boaled
Water
Fr.
Pizza
Diapers
Salad
Dressing
-‐
SS
Fr.
Single
Srv
Entrée
Mouthwash
*Market
Track
Shopper
Insight
Series
Survey
2014
Boaled
Water
-‐
SJll
Meat
-‐
Chicken
© 2015 Market Track. Private and Confidential 14
**Source:
Market
Track
FeatureVision®
Data
Product Promotions in Broadcast
From
1/18
through
1/28,
shoppers
in
Philadelphia,
PA
were
presented
with
daily
product
promoJons
from
Acme
through
local
radio
broadcasts.
Acme
pushed
deals
on
top
Super
Bowl
categories
like
Sodas,
Beef,
Chicken,
and
TorJlla
Chips.
Acme
-‐
Philadelphia,
PA;
Unique
Daily
Category
Promo8ons
in
Radio
Ads;
Jan
18-‐28,
2015**
Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
18
19
20
21
22
23
24
Drinks
-‐
Sodas
(
4
)
,
Drinks
-‐
Sodas
(
4
),
Drinks
-‐
Sodas
(
4
),
Drinks
-‐
Sodas
(
4
),
Drinks
-‐
Sodas
(
4
),
Drinks
-‐
Sodas
(
4
),
Drinks
-‐
Sodas
(
4
)
,
Meat
-‐
Beef
-‐
Butcher
Meat
-‐
Beef
-‐
Butcher
Meat
-‐
Beef
-‐
Butcher
Meat
-‐
Beef
-‐
Butcher
Meat
-‐
Beef
-‐
Butcher
Meat
-‐
Beef
-‐
Butcher
Meat
-‐
Beef
-‐
Butcher
Block
(
1
)
,
Meat
-‐
Block
(
1
)
,
Meat
-‐
Block
(
1
)
,
Meat
-‐
Block
(
1
)
,
Meat
-‐
Block
(
1
)
,
Meat
-‐
Block
(
1
)
,
Meat
-‐
Block
(
1
)
,
Meat
-‐
Chicken
-‐
Retail
Ready
Chicken
-‐
Retail
Ready
Chicken
-‐
Retail
Ready
Chicken
-‐
Retail
Ready
Chicken
-‐
Retail
Ready
Chicken
-‐
Retail
Ready
Chicken
-‐
Retail
Ready
(
3
),
Snacks
-‐
Tor8lla
(
3
),
Snacks
-‐
Tor8lla
(
3
),
Snacks
-‐
Tor8lla
(
3
),
Snacks
-‐
Tor8lla
(
3
),
Snacks
-‐
Tor8lla
(
3
),
Snacks
-‐
Tor8lla
(
3
)
,
Snacks
-‐
Tor8lla
Chips
(
1
),
Other
Chips
(
1
),
Other
Chips
(
1
),
Other
Chips
(
1
),
Other
Chips
(
1
),
Other
Chips
(
1
),
Other
Chips
(
1
),
Other
Promo8ons/Non-‐Trip
Promo8ons/Non-‐Trip
Promo8ons/Non-‐Trip
Promo8ons/Non-‐Trip
Promo8ons/Non-‐Trip
Promo8ons/Non-‐Trip
Promo8ons/Non-‐Trip
Drivers
(23)
Drivers
(8)
Drivers
(8)
Drivers
(8)
Drivers
(8)
Drivers
(8)
Drivers
(19)
25
26
27
28
Drinks
-‐
Sodas
(
4
)
,
Drinks
-‐
Sodas
(
4
)
,
Drinks
-‐
Sodas
(
4
)
,
Drinks
-‐
Sodas
(
4
)
,
Meat
-‐
Beef
-‐
Butcher
Meat
-‐
Beef
-‐
Butcher
Meat
-‐
Beef
-‐
Butcher
Meat
-‐
Beef
-‐
Butcher
Key:
Block
(
4
)
,
Meat
-‐
Block
(
4
)
,
Meat
-‐
Block
(
4
)
,
Meat
-‐
Block
(
4
)
,
Meat
-‐
Chicken
-‐
Retail
Ready
Chicken
-‐
Retail
Ready
Chicken
-‐
Retail
Ready
Chicken
-‐
Retail
Ready
Super
Bowl
Trip
Driver
(
3
)
,
Snacks
-‐
Tor8lla
(
3
)
,
Snacks
-‐
Tor8lla
(
3
)
,
Snacks
-‐
Tor8lla
(
3
)
,
Snacks
-‐
Tor8lla
Chips
(
1
)
,
Other
Chips
(
1
)
,
Other
Chips
(
1
)
,
Other
Chips
(
1
)
,
Other
Non-‐Trip
Driver
Promo8on/Non-‐Trip
Promo8on/Non-‐Trip
Promo8on/Non-‐Trip
Promo8on/Non-‐Trip
Drivers
(32)
Drivers
(19)
Drivers
(17)
Drivers
(17)
© 2015 Market Track. Private and Confidential 15
**Source:
Market
Track
FeatureVision®
Data
Preference
Becoming the store/brand/product of choice for Super Bowl
In
this
sec4on,
we
will
examine
what
promo4onal
incen4ve
retailers
provided
to
influence
shoppers
to
pick
their
store
over
another
for
their
Super
Bowl
food
needs:
• Where
were
prices
for
top
Super
Bowl
food
categories
generally
beXer
for
shoppers
within
their
market?
• Did
retailers
provide
Super
Bowl
shoppers
with
addi8onal
incen8ves,
offers,
or
overlays
to
win
their
basket?
© 2015 Market Track. Private and Confidential 16By the Numbers…
DramaJcally
rising
Beef
and
Chicken
prices
caused
retailers
to
allocate
more
offers
and
overlays
to
other
Super
Bowl
categories
Surging
promoted
prices
in
the
Rising
Beef
prices
also
impacted
a
Beef
category
fueled
a
7%
increase
5%
decrease
in
the
use
of
offers/
in
the
average
promoted
price
per
overlays
for
Super
Bowl
food
unit
of
all
Super
Bowl
food
categories
in
Grocery
store
print
categories
in
Grocery
store
print
circulars
year
over
year—more
circulars
year
over
year
in
the
three
difficult
to
offer
deep
discounts
in
weeks
leading
up
to
the
game
the
form
of
offers/overlays
when
– 17%
increase
in
Beef
prices
are
too
high
– 12%
increase
in
Chicken
– 29%
increase
for
Beer
– 7%
increase
in
Spirits
– 12%
increase
for
Spirits
– 6%
increase
in
Beer
– 5%
increase
for
Chips
– 4%
increase
in
Chips
– 6%
decrease
for
Sodas
– 3%
increase
in
Sodas
– 14%
decrease
for
Chicken
– 32%
decrease
for
Beef
© 2015 Market Track. Private and Confidential 17Circular Price Perception
Beef; Dallas, Los Angeles, & Chicago
Dallas,
TX
Los
Angeles,
CA
Chicago,
IL
Shopper
Insight:
Central
Market
Pavilion
and
Vons
Aldi,
typically
a
low
54%
of
shoppers
are
promoted
higher
promoted
Beef
more
price
leader
in
the
likely
to
change
where
quality
cuts
for
in
their
circular
than
Chicago
market,
had
they
normally
shop
if
premium
prices
in
every
in-‐market
the
highest
average
they
knew
prices
were
their
circulars
leading
compeJtor
besides
El
promoted
price
per
lower
elsewhere—
up
to
Super
Bowl,
Super,
yet
they
had
unit
for
Beef
leading
only
21%
are
unlikely
to
change
including
a
Center
Cut
the
highest
average
up
to
Super
Bowl
Filet
Mignon
for
price
per
unit
$25.99/lb
adverJsed
All
Accounts
Albertsons
Brookshires
Carnival
Central
Davids
Fiesta
HEB
Market
Sams
Club
Sprouts
Super
1
(TX)
Tom
Thumb
Dallas,
TX
Market
Street
Total
Beef
Promo8ons
168
29
8
24
5
10
20
9
16
2
14
5
26
Average
Promoted
Unit
Price
$5.75
$5.17
$5.63
$4.34
$15.09
$4.72
$4.27
$4.38
$5.83
$3.98
$6.28
$7.79
$6.94
All
Accounts
Albertsons
Cardenas
El
Super
Food
4
Less
Pavilion
Smart
&
Final
Sprouts
Superior
Top
Valu
Vons
Superwarehouse
Markets
Los
Angeles,
CA
Total
Beef
Promo8ons
208
22
12
32
7
32
4
14
11
21
32
Average
Promoted
Unit
Price
$5.41
$5.69
$4.11
$4.13
$4.06
$7.20
$5.69
$6.28
$3.42
$3.93
$7.20
All
Accounts
Aldi
Centrella
Food
4
Less
Jewel-‐Osco
Marianos
Sams
Club
Strack
&
Van
Super
Kmart
Ultra
Foods
Whole
Foods
Fresh
Market
Til
Chicago,
IL
Total
Beef
Promo8ons
110
6
29
3
17
3
2
18
9
21
2
Average
Promoted
Unit
Price
$5.63
$7.29
$4.85
$5.19
$6.35
$5.82
-‐
$6.53
$4.36
$5.53
$4.99
© 2015 Market Track. Private and Confidential Source:
Market
Track
FeatureVision®
Data
18Promotional Offers & Overlays
Chips; Atlanta & San Francisco
Atlanta,
GA
San
Francisco,
CA
Shopper
Insight:
69%
of
shoppers
are
likely
to
buy
Publix
featured
an
overlay
with
Safeway
was
the
only
Grocer
in
addiJonal
quanJJes
of
Snacks
seven
of
their
eight
Chips
San
Francisco
to
promote
products
if
presented
with
a
mulJple
promoJons
prior
to
Super
coupons
for
Chips
in
their
purchase
offer
(eg.
3
for
$5)
Bowl,
more
than
any
other
in-‐ circulars
leading
up
to
Super
market
compeJtor
Bowl
San
Francisco,
CA
Account
Promo8ons
Total
#
Ads
Atlanta,
GA
Buy
1,
Get
1
Free
1
Retailer
Promo8on
Type
Total
#
Ads
Buy/Get
-‐
Other
1
Free
w/Other
Purchase
1
Price
ReducJon
Mix/Match
1
Indicated
1
Aldi
All
Promo8ons
1
Raleys
QuanJty
Discount
Available
2
QuanJty
Limited
3
All
Features
8
Retailer
Points
2
Must
Buy
2
Z
-‐
Image
Only
2
Family
Z
-‐
Image
Only
1
All
Promo8ons
13
All
Features
21
Dollar
All
Promo8ons
3
Buy
1,
Get
1
Free
5
All
Features
5
Buy/Get
-‐
Other
7
Loyalty
Card
E-‐Coupon
5
Required
5
EducaJon
1
Ingles
All
Promo8ons
5
Raleys, 1/28/2015, Insert-Paper, In
Ad
Retailer
Coupon
4
Family Dollar, 1/29/2015, Insert-Paper, San Francisco, CA
Limited
Time
Offer
5
All
Features
5
Atlanta, GA
Safeway
Loyalty
Card
Required
30
Buy
1,
Get
1
Free
1
Price
ReducJon
Indicated
5
Free
w/Other
QuanJty
Limited
5
Purchase
1
Sports
6
In
Ad
Retailer
Z
-‐
Image
Only
3
Coupon
1
Publix
Must
Buy
2
All
Promo8ons
76
All
Features
30
Price
ReducJon
Buy
1,
Get
1
Free
3
Indicated
1
Buy/Get
-‐
Other
1
Free
w/Other
Purchase
1
All
Promo8ons
6
Safeway, 1/28/2015, Insert-Paper, Savemart
San Francisco, CA Limited
Time
Offer
2
All
Features
7
All
Promo8ons
7
Publix, 1/22/2015, Insert-Paper,
© 2015 Market Track. Private and Confidential Atlanta, GA
All
Features
1918
Source:
Market
Track
FeatureVision®
Data
Purchase
Winning Super Bowl shoppers with the best value
In
this
sec4on,
we
will
examine
promo4ons
for
TVs
leading
up
to
Super
Bowl,
and
which
retailers
offered
shoppers
the
best
price
and
most
convenient
purchase
experience:
• Where
could
shoppers
find
the
deepest
discounts
on
TVs?
Was
the
discount
available
in-‐store,
online,
or
both?
• Which
retailers
promoted
the
lowest
prices
on
top-‐selling
TVs?
• When
is
the
best
8me
to
buy
a
TV
leading
up
to
the
Super
Bowl?
© 2015 Market Track. Private and Confidential 20By the Numbers…
6%
decrease
in
the
average
promoted
price
of
TVs
in
print
circulars
from
Super
Bowl
2014
to
2015
§ Median
promoted
price
increased
from
$749.99
to
$799.99
§ Highest
promoted
price
for
a
TV
jumped
from
$6,499.98
to
$6,999.98
34%
decrease
in
share
of
total
TV
promoJons
in
print
circulars
for
Samsung
year
over
year
§ 153%
increase
in
share
for
LG
Average
discount
for
TVs
in
Best
Buy
circulars
improved
from
13%
off
regular
price
to
22%
off
(66
TVs
in
2014,
99
TVs
in
2015
that
were
promoted
with
BOTH
a
sale
price
and
regular
price)
At
100%-‐-‐or
5
out
of
5
stars—the
Vizio
Class
4K
Ultra
HD
240Hz
TV
had
the
highest
average
shopper
raJng
of
TVs
with
over
50
reviews
that
were
stocked
on
Amazon
every
day
in
January
© 2015 Market Track. Private and Confidential 21Discounting Online Price of TVs
January
18—exactly
two
The
lack
of
discounJng
off
Target
was
the
only
retailer
weeks
before
the
Super
Bowl
the
1/1
average
online
price
to
offer
significant
discounts
—marked
the
first
Super
suggests
holiday
pricing
for
off
the
average
online
price
Bowl
TV
discount
day
for
TVs
extended
through
on
1/1
of
their
TV
stock
Amazon,
Best
Buy,
hhgregg,
New
Year’s
and
Sears
TV
Average
Online
Price
Index
Discounts
Levels
Leading
up
to
Super
Bowl;
Online
Price
=
100%
on
1/1/2015
110%
CompeJJve
discount
on
1/18
for
all
but
Walmart
105%
100%
Amazon
(120
TVs)
Amazon
Marketplace
(172
TVs)
95%
Best
Buy
(167
TVs)
Target
discounts
to
90%
of
1/1
price
hhgregg
(72
TVs)
Target
discounts
to
80.8%
of
Sears
(83
TVs)
90%
1/1
price-‐-‐deepest
of
the
month
Target
(42
TVs)
85%
Walmart
(136
TVs)
80%
© 2015 Market Track. Private and Confidential 22
Source:
Market
Track
PriceVision®
Data
Exact Item Online Price Compare
Digital TVs, Super Bowl
Samsung
32"
1080p
60Hz
Smart
TV
-‐
January
2015
Online
Price
Summary
Retailer
Website
Average
Price
Low
Price
First
Date
of
Low
Price
Super
Bowl
TV
shoppers
may
find
Amazon
$349.60
$348.99
1/26/2015
the
best
prices
on
certain
TVs
in
Best
Buy
$345.22
$329.99
1/4/2015
early
January,
as
holiday
hhgregg
$329.67
$279.99
1/1/2015
discounts
products
like
the
Sears
$345.47
$329.99
1/4/2015
Samsung
32”
Smart
TV
rolled
into
Target
$351.93
$329.99
1/4/2015
the
New
Year
Walmart
$335.29
$277.99
1/1/2015
LG
50"
Class
1080p
Smart
TV
-‐
January
2015
Online
Price
Summary
Retailer
Website
Average
Price
Low
Price
First
Date
of
Low
Price
Amazon
$841.42
$789.51
1/30/2015
Amazon
can
be
beat
on
price
for
Amazon
Marketplace
$758.84
$699.00
1/30/2015
TVs.
For
each
of
the
three
BestBuy
$799.99
$799.99
1/1/2015
examined
on
this
slide,
Amazon
hhgregg
$788.86
$685.00
1/1/2015
did
not
have
the
low
price
of
Target
$829.02
$799.99
1/4/2015
January,
nor
the
low
average.
Walmart
$943.65
$798.00
1/16/2015
LG
55"
Class
4K
Ultra
HD
2160p
TV
-‐
January
2015
Online
Price
Summary
Best
Buy
and
hhgregg’s
online
Retailer
Website
Average
Price
Low
Price
First
Date
of
Low
Price
pricing
for
Class
4K
TVs
was
Amazon
$1,304.97
$1,298.00
1/10/2015
Amazon
Marketplace
$1,246.35
$1,119.00
1/31/2015
relaJvely
in
synch
throughout
BestBuy
$1,345.15
$1,199.99
1/18/2015
January—for
example,
they
both
hhgregg
$1,345.15
$1,199.99
1/18/2015
discounted
the
LG
55”
4K
TV
to
Sears
$1,261.28
$1,199.99
1/20/2015
the
same
price
point
on
1/18,
Source:
Market
Track
PriceVision®
Data
two
weeks
before
the
Super
Bowl
© 2015 Market Track. Private and Confidential 23Thank You!
QuesJons
to:
perspecJves@markearack.com
© 2015 Market Track. Private and Confidential 24You can also read
