The average cost of a 30-second Super Bowl spot has exceeded $3 million in the past couple of years, and is expected to hit $4 million this year.
With Super Bowl XLVIII looming, new research concerning ads for the big game has been pouring in: a recent survey suggests that the ads are as big a draw as the game itself, while other pieces of research have emerged looking at advertising effectiveness, online sharing, and brand rankings.
So is the advertising worth the cost? A study from Communicus suggests that only 1 in 5 Super Bowl ads sell products, with the ads more likely to generate awareness than to persuade viewers to actually buy products. For its part, VB&P’s survey indicates that one-quarter of respondents would be more interested in buying a product after seeing it advertised during the Super Bowl, while 15% of respondents claimed they would buy something while watching the game. (That figure was almost twice as high among youth, and also far higher among men.) And according to the NRF survey, almost 8 in 10 respondents view the commercials as entertainment, with far fewer indicating that they make them aware of advertiser brands (16.9%), influence them to buy products from the advertisers (8.6%) or influence them to search online for more information (8%).
1. What are not included in the researches of Super Bowl ads?
A. What the Internet’s influence is.
B. The winner of Super Bowl this year.
C. Which brand has the best ad.
D. Whether the ads work or not.
2. Why do companies advertise on Super Bowl mostly?
A. To persuade people to go online shopping.
B. To entertain the audience.
C. To make people familiar with their brands.
D. To sell products.
3. How do the majority view the commercials on Super Bowl?
A. They are persuaded into buying products.
B. They don’t like the commercials at all.
C. They consider it useful to advertise on Super Bowl.
D. They merely think they are for fun.