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Brand impact score described by source as follows: "Each advertiser was given a complete impact score based on two factors: ad recall lift and behavioral lift compared to pre-game digital behaviors. The scores for post-game recall and digital behavior lift were combined to arrive at a total impact score for each brand."
Behavioral score described by source as follows: "We surveyed 13,939 nationally-representative consumers about their awareness of the brands running commercials during the event. A test and control methodology was used to analyze the impact of the advertising on brand awareness lift. In addition, the digital behaviors of 19,612 consumers were measured to understand the actions taken after ad exposure. Digital search activity and visitation to advertiser sites immediately after the game were compared to similar behavior observed in the prior week."