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usc90grad 01-06-2014 03:37 PM

Study: Super Bowl Ads Have Little Affect on Sales

Why Super Bowl commercials may be a colossal waste of money

The Super Bowl isn't important only to football fans. For the advertising industry, it's also the most-watched event of the year. But while football fanatics may get their money's worth, it turns out that the marketers shelling out upwards of $4 million for a 30-second commercial may be on the losing end of the game.

Advertising research firm Communicus has sought to answer an decades-old question: Is Super Bowl advertising really effective? Not just at pulling viewers' heartstrings, mind you, but at actually spurring viewers to pick up a six-pack of Budweiser or to buy a new Toyota RAV4? The answer, which will undoubtedly depress marketers who are spending a record $4 million to reach viewers during the Feb. 2 game, is a resounding "No." The study found that only one out of five Super Bowl commercials spur consumers to buy a product or build purchase interest.

With an ad's price tag now hitting $4 million, it's unlikely that marketers will see a return on that investment, Tim Calkins, a marketing professor at Northwestern's Kellogg School of Management, told Advertising Age in November. "The reason advertisers are on the game is because it supercharges their brand. It's just very hard to tie the [sales] numbers

2000grad 01-06-2014 04:18 PM

Re: Study: Super Bowl Ads Have Little Affect on Sales
The Taco Bell dog was introduced and the sales fell 6%. I know it wasn't a superbowl ad

cack 01-06-2014 04:24 PM

Re: Study: Super Bowl Ads Have Little Affect on Sales
Most lasting commercials aren't even pitching their product. If you think about the most memorable commercials ever, they have nothing to do with the product itself.

The clydales kicking the extra point ...
The Budweiser frogs ...
The "God made a farmer" (although this was the closest with the truck) ...

Pepsi used to be the best at making great commercials and bosting their image over Coke. Go Daddy used to do the sexy commercials and had you go to the site to see the ending of it.

SwampFox 01-06-2014 11:00 PM

Re: Study: Super Bowl Ads Have Little Affect on Sales
This was one of the best Superbowl commercials ever.

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