PHILADELPHIA — Delivery service goPuff's Instant Buzz Index shows some of convenience stores' most familiar brands earned the biggest boost from television ads shown during the Super Bowl on Feb. 7.
The Index measures “the immediate impact of the big game’s commercials on the instant consumer demand (and gratification) for those products”—of those available via goPuff—as seen through goPuff customer data.
The measure shows Kellogg’s Pringles’ ad drove the most buzz, with a score of 100, followed by Mars’ M&M's, Anheuser-Busch’s Bud Light Seltzer and PepsiCo’s Mountain Dew.
"Pringles and M&M’s saw the biggest increases in orders in the hour following their big game ads (vs. the hour before)," said Philadelphia-based goPuff.
The top 10 brands were:
| Brand | Instant Buzz Score |
|---|---|
| Pringles | 100 |
| M&M's | 98 |
| Bud light Seltzer | 94 |
| Mountain Dew | 89 |
| Hellmann's | 56 |
| Cheetos | 45 |
| Doritos | 32 |
| Bud Light | 16 |
| Tide | 15 |
| Rockstar | 9 |
Source: goPuff
Other national trends from the game reported by goPuff:
- GoPuff orders peaked right after kickoff. Orders were 33% higher in the 6:45-7:00 p.m. EST window than throughout the rest of the evening.
- Ben & Jerry’s and Coca-Cola were the two most ordered brands in the pregame time period; each present in 9% of all pregame orders.
- Fans left salty snacks behind once the game started. Tostitos was the No. 5 most ordered brand pregame but fell to No. 19 during the game. Similarly, Ruffles and Fritos each dropped 20 spots after kickoff.
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