Temu and WeatherTech were the top performing brands that ran ads during Super Bowl LVII in the retail category, according to EDO, Inc., a platform measuring predictive behaviors driven by convergent TV advertising. EDO ranks ads based on incremental online activity for a brand or product immediately following an ad airing. EDO has scored the effectiveness of every national Super Bowl ad for the past eight years.
Temu, an online marketplace that is the U.S. subsidiary of global commerce group PDD Holdings, made its Super Bowl ad debut with two in-game spots that drove viewers to download the Temu app. Its ads generated 72 percent of all search driven by Super Bowl LVII retail ads.
WeatherTech, a manufacturer and seller of automobile accessories headquartered in Bolingbrook, Ill., had the second best showing, with its ads generating 14 percent of all search driven by Super Bowl LVII retail ads. Rounding out the top performers in the retail category were Skechers and Bass Pro Shops, generating 8 percent and 6 percent, respectively, of all search driven by Super Bowl LVII retail ads.
Total Retail's Take: It's interesting that the retailers that took the top prizes in the ad race this year were smaller companies, and in some cases relatively unknown (Temu). The key has to be the creativity of the spot. Therefore, for retailers looking to drive online engagement with convergent TV advertising, it would make senses to go back and watch the ads for some clues as to what drives people to search online for a brand and/or product.
For more Big Game insights about the ads in general, check out EDO’s Super Bowl LVII Ad Ranker.