VCCP Releases New Report Cracking the Memory Code: Super Bowl Edition

Super Bowl LIX advertising has reached record breaking heights costing up to $8 million for just 30 seconds of viewer’s attention this year. But when less than 16% of ads are recalled and correctly attributed, it begs the question – how do brands make sure they’re one of the few ads remembered? 

Today, creative agency VCCP has released Cracking the Memory Code: Super Bowl Edition – a report that explores the science of memorability and advertising; examining the most memorable Super Bowl ads from the past decade, and the key levers of memory used to make a memorable ad. 

Why? Because memory is the ultimate driver of purchasing decisions at the point of sale. 

Created in partnership with leading behavioural science consultancy, Cowry, Cracking the Memory Code: Super Bowl Edition tested 1000 people to see: 

a) What Super Bowl ads in the past decade they remember

b) Whether they could name the brand in the ad

c) What it was they could recall from the ad

VCCP and Cowry Consulting tested the ads using two scientific techniques for memory encoding: 

1.) A recognition and recall test to understand how embedded the ads are in people’s memories.

2.) And an implicit response test to understand the complexity of emotional responses to the ads. 

The report found the following as the most memorable Super Bowl ads from the past decade:

Martin Coomber, head of strategy, VCCP US, said, “The Super Bowl is the biggest night in advertising with more than 123 million people tuning in to not only watch the big game with excitement, but to watch the commercials as well. It’s a massive opportunity but also a massive investment for brands. With this report, we wanted to give marketers some insight into the science behind how memory works, as well as some of the levers of memory that they can use to increase their share of mind.”

Cracking the Memory Code: Super Bowl Edition is a continuation of VCCP’s report from 2024 Cracking the Memory Code which looked at the science of memory and how marketers can ensure their brands are remembered, how to get their brand noticed in the first place and more importantly, how to ensure brands are recalled at the shelf, search engine and till. The report revealed how memories are formed, the levers of memory, and what it means for marketers looking to increase their share of mind.

These key levers of memory that were found to help make an ad memorable include humour, characters, emotion, sonic devices and surprise. 

Raphy March, MD of Cowry Consulting, said, “Understanding the intricacies of how memories are formed allows us to craft marketing strategies that not only capture attention but also endure in the minds of consumers. This method is a first for how we test ads. The research highlights the importance of consistency, emotional engagement, and creating distinctive brand worlds. By leveraging these insights, brands can significantly enhance their memorability and ensure their messages resonate long after the initial exposure.”