In 2012, Experian Marketing Services looked at a new way of the scoring the value of Super Bowl ads in order to determine whether it makes sense for a brand to spend upwards of $4 million on a 30-second spot. We developed our own methodology for determining a brand’s lift in likelihood of a customer purchasing their product – it’s called the Experian Ad Relevancy score.
“We analyze to what degree ads run during the Super Bowl reach the audience most likely to be a....