Super Bowl ads can be underwhelming

Feb. 4, 2006 at 2:01 PM
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LOS ANGELES, Feb. 4 (UPI) -- U.S. Super Bowl ads may get almost as much hype as the big game, but a survey finds the ads to be less informative, less factual and less emotive.

"We wanted to see if the Super Bowl hype helped ads," said David Brandt, managing director for OTX's Marketing Insights division.

"What we found was that respondents took a much more critical view of the ads when they were told they were Super Bowl ads. They hold them to a higher standard than ads in other venues. So not only are advertisers already paying much more, they also have to work much harder to make an impact."

Two groups of people each saw the same six ads -- the first group wasn't told anything about the ads and the second group was told the ads were going to be aired in the 2006 Super Bowl.

"The findings may suggest that there's an expectation among viewers that Super Bowl ads aren't meant to be informative. Instead, perhaps they should just be entertaining in order to elicit an emotional response and reinforce the brand," said Brandt.

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