A recently released study of 1,000 consumers has found that 80% of Super Bowl ads do not achieve sales for brands. The study, which surveyed respondents before and after they viewed 2012 and 2013 Super Bowl ads, was conducted by Tucson-based research firm Communicus.
Communicus queried participants in the survey about their buying patterns in regard to recently bought and intention to buy — in product categories represented in Super Bowl ads. It also surveyed whether or not respondents saw Super Bowl ads.
One of the key findings of the study was that Super Bowl advertisements don’t work particularly well as Super Bowl advertisers simply don’t run their advertisements frequently enough across other programmes in order to generate sales. Perhaps the results of the study are not that surprising to those advertisers who view the Super Bowl simply as an event or environment for showcasing creative, where impact is more important than brand sales. The study did find that advertisements appearing in the Super Bowl have higher recall than non-Super Bowl advertisements (44% versus 32% for non-Super Bowl ads)