Study: Most Super Bowl Ads Do Squat
Only 1 in 5 results in a sales uptick, according to a research firm
By Matt Cantor, Newser User
Posted Jan 11, 2014 7:21 AM CST
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(Newser) – With two months to go before the Feb. 2 Super Bowl, Fox had already sold out of all available ad slots for the game, the Wall Street Journal reported—but those who shelled out an average $4 million for 30 seconds of airtime might be fooling themselves. Some 80% of Super Bowl ads don't help sales at all, says a study reported by AdAge. Non-Super Bowl commercials, on the other hand, do better: Only 60% fail to increase sales. The study by research firm Communicus was based on pre- and post-game interviews with 1,000 people who watched the 2012 and 2013 games. (What fared well in 2013: Budweiser's "Brotherhood" ad. What didn't: Tide's "Miracle Stain" ad.)

Super Bowl ads are, researchers note, better-remembered than your typical commercial: Some 44% recall having seen game ads versus 32% who recall regular ads. Trouble is, while viewers may remember the ad's storyline, only 35% tend to remember the brand involved. In non-game ads, the figure is about 50%. Two possible issues at play, per Communicus' CEO: In many cases, the ads make a big game debut but then largely disappear from the air, and "one ad exposure often isn't enough to make anything happen." Second, "the advertisers really dial up the entertainment quotient" in hopes of making best-of lists, and the brand association can suffer "just because of the way the creative is structured." (Another million-dollar question: Will this year's half-time act be memorable?)

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Showing 3 of 29 comments
trailmix
Jan 22, 2014 1:22 PM CST
I guess the general population is just getting tired of bullshit propaganda advertising. Try truth in advertising, Sponsor ADs with positive, substantive, informative, educational, and community issues. Stop targeting children and teenagers. Eliminate alcohol Ads targeting College students.
foxnewsis1
Jan 13, 2014 1:26 AM CST
Frequency. The average viewer needs to see something almost four times in a short period of time to register?
What_the
Jan 12, 2014 10:06 AM CST
Its ironic the author turns to a study from AdAge that makes similar mistakes in the design of their study that they criticize companies for making in putting out these ads. Lets not forget that behind every Super Bowl ad there is also a subliminal message being downloaded into the brain of the viewer. That subliminal message doesn't need a brand name so long as the brand uses appropriate follow up ads, both print and media, reminding the consumer of the super bowl ad.