Every year companies pay millions of dollars for 30 or 60 seconds of airtime during the Super Bowl, with the heaviest advertisers purchasing multiple commercial spots. Many viewers look forward to these commercials as much as the game itself. Are the commercials themselves becoming more famous than their sponsors? One might be led to believe that most people watching the Super Bowl generally do not remember the ads, and even if they do, will have difficulty matching these commercials to the brands they represent. Are Super Bowl ads a fleeting waste of money or a fantastic investment for a brand? This topic represents a wildly polarizing discussion between the consumers that watch the commercials and the professionals that create them.
One week after the Super Bowl, Markitecture conducted an online survey of a national sample of
1,500 people who watched the entire game; the sample was provided by e-Rewards Market Research.
Participants were a representative mix of:
- Gender
- Age
- Ethnicity
- Education
- Marital Status
- Income
- U.S. Regional Geography
Respondents were given an initial list of brands/companies that advertised during the game – along with several others that did not advertise. They were asked to select which brands, if any, they recalled advertising the game. As a follow-up, they were given a list of commercial descriptions – without brands – that aired and were asked which of the ads they recalled seeing during the game. Finally, for any ads they recalled seeing, they were asked which brand or company sponsored the ad. Respondents were given a list of brands similar to the actual advertising brand, along with the correct brand itself, and some additional other brands that did not actually advertise during the game. The entire survey took less than 5 minutes.
Note: shaded brands advertised during the game; non-shaded brands did not.
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About Markitecture
Markitecture: A BrandNew™ approach to marketing consulting. Delivering organic growth through Insight, Innovation, and Implementation.
What makes Markitecture different from generalist ad agencies, research firms, and brand consultants?
Developing successful new products requires an interdisciplinary approach. Markitecture's fully integrated team of professionals shares the responsibility for the vision, design, conceptualization, and construction of brand and marketing strategies, becoming in effect, your new product architect, all under one roof. Our team includes research, brand marketing, media, design, and creative disciplines. Our expertise spans business-to-consumer and business-to-business, direct marketed as well as traditionally marketed.
At Markitecture, we create breakthrough strategies based on Best Practices Principles developed over 30 years of new product work. We're both right brain and left brain thinkers and doers … working on your new product development and introduction with a “360 degree” approach. No hand-offs to “partners” or “departments” or “affiliates.” We are involved in your business from Inception to In Market™.
For further information, visit www.markitecture.com
e-Rewards Market Research, the online sample quality leader, provides the highest level of service through its 2,000,000+ member Consumer Panel and 1,000,000+ member Business Panel, while maintaining over 300 profiling segments. Response rates are among the highest in the industry, 15-35%. “By invitation only” enrollment methodology reduces self-selection bias and blocks “professional survey takers.”
| Contact information Cliff Kane 203.855.9050 |
About Markitecture Markitecture: A BrandNew™ approach to marketing consulting. Delivering organic growth through Insight, Innovation, and Implementation. For further information: www.markitecture.com Markitecture |