{"id":27456,"date":"2025-01-31T09:51:45","date_gmt":"2025-01-31T17:51:45","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=27456"},"modified":"2025-06-02T13:56:38","modified_gmt":"2025-06-02T20:56:38","slug":"driving-intent-in-super-bowl-lix-key-kpis-for-reeses","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/driving-intent-in-super-bowl-lix-key-kpis-for-reeses\/","title":{"rendered":"Driving Intent in Super Bowl LIX: Key KPIs for Reese&#8217;s\u00a0"},"content":{"rendered":"\n<div style=\"height:28px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Reese\u2019s, a Super Bowl Rookie last year, is returning to the <a href=\"https:\/\/www.ispot.tv\/events\/super-bowl-commercials\">Big Game<\/a> for the second consecutive year. With a 30-second spot, the ad is expected to feature a runaway bride and a scooter-riding grandma in hot pursuit to find Reese\u2019s Chocolate Lava Big Cup. The brand actually launched the new item a bit more quietly in November of 2024, with that 15-second spot generating 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\/fEHw\" 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.<\/p>\n\n\n\n<p>iSpot&#8217;s Creative Assessment analyzed three years of Reese\u2019s 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-db7d845f81bec963f9dca9ff427386f4\" style=\"color:#4ac500;font-size:24px\"><strong>Reese\u2019s Volcano :15<\/strong><\/p>\n\n\n\n<p style=\"font-size:24px\"><strong>Purchase Intent Gap to Category Norm: +10 pts (73% 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\/31081805\/image2-4-1024x576.png\" alt=\"\" class=\"wp-image-27457\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/31081805\/image2-4-1024x576.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/31081805\/image2-4-300x169.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/31081805\/image2-4-569x320.png 569w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/31081805\/image2-4-768x432.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/31081805\/image2-4-1536x864.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/31081805\/image2-4.png 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The Optimal Profile for the Reese\u2019s brand reveals that Likeability is historically the most differentiating creative aspect in driving consumer intent, followed by Relevance\/relatability. The Attention-grabbing ability of the ad as well the level of Information and Change conveyed also contribute, but to a lesser extent.<\/p>\n\n\n\n<p>The :15 \u201cReese\u2019s Volcano\u201d over-indexed on each creative driver of Purchase Intent by a wide margin and easily appealed to a broad audience (necessary for the Super Bowl). In fact, the creative ranked in the top percentile of the past year in breakthrough, Information and Change\u2014and 98th in Relevance. Even though candy might naturally have broad appeal, this level of creative accomplishment sets the ad apart.<\/p>\n\n\n\n<p>The deliciously Surreal visuals captivated viewers, leaving them both Incredulous* and curious about the innovative new product, within a highly entertaining experience. Placing in the higher Purchase Intent quadrant signifying its persuasive abilities, \u201cReese\u2019s Volcano\u201d persuaded 73% of all viewers to positive consideration (besting candy &amp; gum norms by + 10 points) in creative testing.&nbsp;<\/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\/31081839\/image1-4-1024x576.png\" alt=\"\" class=\"wp-image-27458\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/31081839\/image1-4-1024x576.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/31081839\/image1-4-300x169.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/31081839\/image1-4-569x320.png 569w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/31081839\/image1-4-768x432.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/31081839\/image1-4-1536x864.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/01\/31081839\/image1-4.png 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<p>For any given brand, making a measurable impact on its unique set of KPIs can deliver higher purchase intent creative\u2014whether it\u2019s Likeability, Attention, Relevance or the level of Information or Change conveyed in the ad. Will Reese\u2019s 2025 Big Game ad deliver the same results? Sign up for iSpot\u2019s VIP Ad Center to find out and track creative and audience performance insights for every Super Bowl LIX ad, including pre-releases and teasers.<\/p>\n\n\n\n<div style=\"height:21px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-background wp-element-button\" href=\"https:\/\/www.ispot.tv\/super-bowl-vip\" style=\"background-color:#4ac500\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Sign Up for VIP Access<\/strong><\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:39px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-small-font-size\">*Indicates one of the 57 emotional reactions iSpot Creative Assessment measures for every video ad.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Reese\u2019s, a Super Bowl Rookie last year, is returning to the Big Game for the second consecutive year. With a 30-second spot, the ad is expected to feature a runaway bride and a scooter-riding grandma in hot pursuit to find Reese\u2019s Chocolate Lava Big Cup. The brand actually launched the new item a bit more&#8230; Read More<\/p>\n","protected":false},"author":26,"featured_media":27491,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[500,501],"ispot_product_categories":[],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/27456"}],"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=27456"}],"version-history":[{"count":11,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/27456\/revisions"}],"predecessor-version":[{"id":29086,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/27456\/revisions\/29086"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/27491"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=27456"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=27456"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=27456"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=27456"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}