Research on Super Bowl Advertising Effectiveness

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of the effectiveness of advertising at the Super Bowl.

Research on Super Bowl Advertising Effectiveness

Mi hui Pak

Publicity

By analyzing telephone interviews conducted after three Super Bowl games (1998, 2002, and 2003), Jin, Zhao, and An (2006) investigated the impact of published news stories for the 1998, 2002, and 2003 Super Bowl advertisements on brand recall and recognition. They found that:

  • "Publicity had a positive impact on the memory of subsequent advertisements for both recall and recognition, but publicity effects were more evident in recall than in recognition."

Early Pre-Game Promotion

Cymfony (Nail, 2007) examined the impact of when promotion for Super Bowl advertisements starts. Cymfony tracked all...

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