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Buick the Big Winner of the Super Bowl Ad Wars Among Teens

PlayOn! surveys high school teens on their reactions to commercials during the Super Bowl.

Atlanta, GA, February 08, 2017 --( Super Bowl LI’s action didn’t disappoint, and neither did Buick with the teen market.

After identifying which brands had the most to gain and lose among high school students with PlayOn! Sports’ pre-Super Bowl survey, a panel of students monitored the ads during the Super Bowl and then reported their attitudes after the game.

Among all brands, Buick gained the most awareness and favorability among teens with its ad featuring NFL star quarterback, Cam Newton. Before the big game, students were apathetic toward the brand, with nearly half our panel (46%) reporting neither positive nor negative feelings toward Buick.

After the ad, nearly 3 out of 4 students reported positive feelings toward the brand, by far the biggest mover among all Super Bowl advertisers.

Overall, however, Skittles (83% favorability) was the winner among the teen market, but the brand already had high brand favorability among teens, a maintained that position after the Super Bowl. Snickers was in a similar situation; it registered a 78% teen approval rating and came in second. Buick, came in third with 74% but came out of nowhere and leapt onto the leaderboard.

The worst-performing ad, according to those polled, was Persil. As one student put it, “this brand doesn’t really pertain to me.” The laundry detergent company was unable to overcome the fact that 69% of those polled had never heard of it before.

The most polarizing ad came from Mr. Clean. The risqué spot featured the classic Mr. Clean dancing provocatively around the house while cleaning various surfaces. When asked to list their top three favorite ads, 43% of students listed Mr. Clean. However, 26% listed it as their least favorite ad from this year’s Super Bowl. When asked whether their opinion of the brand had improved, diminished, or stayed the same, 52% said improved, while 30% said diminished.

About PlayOn!
PlayOn! was founded in 2008 with the purpose of honoring and celebrating the commitment and achievements of high school students, parents, coaches, and teachers - inside the walls of the schools and in communities across the country.

PlayOn! Sports is the nation’s leading high school sports media company, streaming more live events than any other company in the country. PlayOn! operates The NFHS Network, a joint venture of the National Federation of State High School Associations (NFHS), its member State Associations, and PlayOn!. PlayOn! manages the day-to-day operations of the NFHS Network, which delivers live and on demand high school events at

With relationships with more than 10,000 schools across the country, PlayOn! provides brand partners with unparalleled insights, access, analytics and activations on the high school market, including students, athletes, teachers and communities.
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Joe Schab

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