Monday, May 25, 2015
4:00 - 4:25 PM
Ted Talks - Trinity Ballroom One

Superbowl Ads: Are they worth it?

Insights West took the top dozen Superbowl ads, and tested them both in Canada and the USA and compared them against their normative database of other ads via their Creative Test Insights product. Do the ads test better than other mainstream ads? Are there differences in how Canadian and USA consumers respond to these ads? Besides the entertainment value, do Superbowl ads resonate with consumers beyond that? What about brand persuasion and brand attribution? Join Steve in this session where he will share the results of how these ads performed and will help answer the question as to whether these ads are worth the exorbitant price that marketers seem to be willing to pay.


Steve Mossop
President, Insights West

Steve Mossop is President of Insights West, a progressive, full-service marketing research company that offers insights-driven solutions via leading-edge tools and normative databases to public and private sector clients in Western Canada. Incorporated in the Spring of 2012, Insights West now has 15 employees and has one of the largest, most engaged online consumer panels in Western Canada.  Insights West has publicly released over 100 different opinion polls on topics diverse as municipal elections, bridge tolls, bike lanes, charitable giving, gas-fracking, road safety, cyber-bullying, employee satisfaction, smart phone usage, and many other topics.  

We have developed a normative database of 250+ companies based on 40,000 interviews for our "Brand Digital Insights" model, which tracks corporate reputation and digital interactions with brands in the local marketplace.    Insights West has also created normative databases for Employee Satisfaction, Alumni Engagement, and Creative Testing to provide context for client scores. 

Steve was previously President of Market Research Canada West within Ipsos-Reid for 17 years managing approximately 30+ client service staff and a $15M business through offices in Vancouver, Calgary, Winnipeg, Milton, Houston and Seattle.

Steve is a frequent public speaker in British Columbia. His accomplishments include launching Insights West to one of the fastest growing BC companies in the past three years, growing Ipsos-Reid’s Western practice to become the market leader in Western Canada, winning BCAMA’s 2001 Marketer of the Year Award for the company, and winning Business in Vancouver’s “Top 40 Under 40” award in 2006. Steve was chair of the BCAMA’s Senior Executive Program for four years, an exclusive group of BC’s top marketers that meets once per month throughout the year. Steve holds a Bachelor of Business Administration degree from Simon Fraser University with a concentration in Marketing.