Learnings from Super Bowl: How Australian marketers can optimise campaign success through brand integration

Felicity J. Bigelow, Casey M. Kudrenko, Thomas D.E. Cox and Brian R. Hill

Brand integration impacts memory encoding and decision making, and Neuro-Insight’s Felicity J Bigelow, Casey M Kudrenko, Thomas DE Cox and Brian R Hill examine how this was reflected in the subconscious processing of memory encoding during Super Bowl LVII.

The Super Bowl is one of the most popular sporting occasions of the year, with global viewership exceeding 113 million viewers. Alongside athletic ability, this event is known for its innovative commercials and iconic half-time entertainment.

Super Bowl LVII broke records for the cost of a 30-second TVC (reaching up to US$7,000,000) and the number of viewers tuning in to watch Rihanna perform during the half-time entertainment show. Whilst the hype surrounding the sporting component of the Super Bowl is over for another year, brand impact continues long after the event.

Keen viewers may have noticed Rihanna briefly touch-up her...

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