Droga5 conducts study: Discovers many 2014 Super Bowl Ads are already forgotten.
Wednesday February 5, 2014
Yeah, all that awesome committee-created creative may have left the collective consciousness quicker than we thought. In a survey of 504 people who watched the entire game, performed exclusively for Bloomberg Businessweek, the average could only name 5.4 brands that aired spots during the game. The problem? Over 50 brands ran spots.
At $4 million per spot, that’s a lot of money to spend on something that pretty much goes in one ear and out the other. The article suggests that among the ways to get around being part of the forgotten majority ¬is for brands to stay on the Super Bowl every year. Those brands – Budweiser, Doritos, Coke, Pepsi – have the highest recall.
This is a fascinating study of advertising effectiveness on what is commonly considered advertising’s biggest stage.
To read the entire article at Bloomberg Businessweek, click here.