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Why Super Bowl commercials may be a waste of money - CBS News
Kind of interesting:
Kind of interesting:
The study, covered in AdAge on Jan. 6 and originally published last year, found that only one out of five Super Bowl commercials spur consumers to buy a product or build purchase interest. The research firm will also study this year's advertisements to gauge which are the most effective.
"Advertising should make people buy products, or at least build purchase interest. Judged against this standard, four out of five Super Bowl XLVII commercials failed to deliver," the company wrote.
The company, which interviewed consumers before and after they viewed the commercials, found the most-liked ads are not always the most effective at selling goods.
Take PepsiCo's (PEP) Doritos, which runs a popular contest that allows regular people to submit their own would-be Super Bowl ads.
"Doritos, which for the 7th year has generated publicity and consumer involvement by holding an open competition to create its Super Bowl commercials, typically achieves strong rankings in USA Today and other polls that concentrate on attention and liking," Communicus notes. "However, the story is quite different when actual persuasive power is taken into consideration -- none of the four Doritos Super Bowl commercials over the last 2 years have moved the needle in terms of brand preference or purchase intentions."
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