Upwave partnered with Alphonso TV to measure brand memorability and favorability through real-time surveys for this year’s Super Bowl.  Respondents were asked to rate each metric on a score of one to five, after viewing the ad. [24 of the top brands were selected for the real-time surveys; six brands per quarter].


Many brands scored big points with the TV viewing audience however, with beverage giants Bud Light and Pepsi leading the charge, both in terms of capturing the most eyeballs as viewership peaked, and in providing the most memorable commercials.

But when it came to brand favorability – a measurement of how good viewers felt about a brand after viewing their ads – internet heavyweights Amazon and Google were in the top three along with M&Ms as the favorite brands among viewers, based on real-time surveys by Upwave.