{"id":27337,"date":"2025-01-27T08:33:50","date_gmt":"2025-01-27T16:33:50","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=27337"},"modified":"2025-06-02T13:57:13","modified_gmt":"2025-06-02T20:57:13","slug":"booking-com","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/booking-com\/","title":{"rendered":"Driving Intent in Super Bowl LIX: Key KPIs for Booking.com"},"content":{"rendered":"\n<div style=\"height:34px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Booking.com is no stranger to the<a href=\"https:\/\/www.ispot.tv\/events\/super-bowl-commercials\"> Super Bowl<\/a>. With last year\u2019s ad starring Tina Fey still running, the brand is returning to 2025&#8217;s Big Game for the fourth consecutive year. In fact, Booking.com\u2019s 2024 Super Bowl ad generated the brand\u2019s highest purchase intent over the past year. What made this creative so effective in driving positive business outcomes?<\/p>\n\n\n\n<div style=\"position:relative; width:100%; padding-top:56.25%; padding-bottom:40px;\"><iframe src=\"https:\/\/www.ispot.tv\/share\/6YBY\" style=\"position:absolute; top:0; right:0; left:0; bottom:0; width:100%; height:100%;\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>While conversions represent completed actions and can provide a snapshot of post-campaign performance, they are influenced by a variety of external factors, including competitor maneuvers, pricing, and changing market conditions.<\/p>\n\n\n\n<p>Purchase intent is the purest early indicator of an ad\u2019s sales potential\u2014but knowing why it resonates is even more powerful. With these insights, advertisers can sharpen their creative strategies and refine messaging to positively influence purchase decisions. iSpot&#8217;s Creative Assessment analyzed three years of Booking.com ads to pinpoint the winning creative elements that most influence consumer intent. The Optimal Profile below reveals the features that set high-performing ads apart.<\/p>\n\n\n\n<p class=\"has-text-color has-link-color wp-elements-73a271fdbc0edf5a6b69eae2043bf0be\" style=\"color:#4ac500;font-size:24px\"><strong>Tina Fey Books Whoever She Wants to Be :30&nbsp;&nbsp;&nbsp;<\/strong><\/p>\n\n\n\n<p style=\"font-size:24px\"><strong>Purchase Intent Gap to Category Norm: +13 pts (59% Top 2 Box)<\/strong><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/27051000\/image3-2-1024x576.png\" alt=\"\" class=\"wp-image-27340\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/27051000\/image3-2-1024x576.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/27051000\/image3-2-300x169.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/27051000\/image3-2-569x320.png 569w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/27051000\/image3-2-768x432.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/27051000\/image3-2-1536x864.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/27051000\/image3-2.png 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<p>The Optimal Profile for Booking.com reveals that Relevance and the Attention-getting ability of the creative are differentiating in driving consumer intent. Likeability of the ads, Information and Change are contributive, but less differentiating.<\/p>\n\n\n\n<p>The 2024 Super Bowl ad over-indexed on the key creative drivers of purchase intent (in fact, on all drivers) and sparked Curiosity in a Funny and Memorable way. Key to success in the Big Game, this :30 overperformed category norms with a wide audience across age\/gender and ethnicity.<\/p>\n\n\n\n<p>The ad placed in the higher PI quadrant based on this profile, and in fact, persuaded 59% of all viewers to positive consideration &#8211; outpacing the travel services category by +13 points.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/27050958\/image2-1-1024x576.png\" alt=\"\" class=\"wp-image-27339\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/27050958\/image2-1-1024x576.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/27050958\/image2-1-300x169.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/27050958\/image2-1-569x320.png 569w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/27050958\/image2-1-768x432.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/27050958\/image2-1-1536x864.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/27050958\/image2-1.png 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>For any given brand, making a measurable impact on its unique set of KPIs can deliver higher purchase intent creative\u2014is it Likeability, Attention, Relevance or the level of Information or Change conveyed in the ad? Will Booking.com\u2019s 2025 Big Game ad deliver the same results? Sign up for<a href=\"https:\/\/www.ispot.tv\/super-bowl-vip\"> iSpot\u2019s VIP Ad Center<\/a> to find out and track creative and audience performance insights for every Super Bowl LIX ad, including pre-releases and teasers.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Booking.com is no stranger to the Super Bowl. With last year\u2019s ad starring Tina Fey still running, the brand is returning to 2025&#8217;s Big Game for the fourth consecutive year. In fact, Booking.com\u2019s 2024 Super Bowl ad generated the brand\u2019s highest purchase intent over the past year. What made this creative so effective in driving&#8230; Read More<\/p>\n","protected":false},"author":26,"featured_media":27368,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[501],"ispot_product_categories":[],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/27337"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=27337"}],"version-history":[{"count":29,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/27337\/revisions"}],"predecessor-version":[{"id":27378,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/27337\/revisions\/27378"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/27368"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=27337"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=27337"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=27337"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=27337"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}