Dive Brief:
- A study by research firm Communicus reports that 80% of Super Bowl ads do not help sales, despite the $4 million price tag.
- Overall, 60% of ads don't increase purchases or purchase intent.
- To conduct the study, Communicus interviewed over 1,000 viewers before and after viewing the ads in the 2012 and 2013 games.
Dive Insight:
A study like this can cause marketers to rethink their strategy. While Super Bowl ads certainly help brands gain exposure, it doesn't seem like that recognition is translating into higher sales. The kinds of brands that have $4 million to spend on a Super Bowl commercial are often already well-known, so it brings to question the point of the expensive spots.
