Super Bowl R0I: 30s vs. Other Lengths

Donald E. Bruzzone
Bruzzone Research Company

The new evidence we have that compares the impact of 15s, 30s, 60s, and the rest, comes from the Super Bowl. For the past seven years we have surveyed people across the country a couple of weeks after the game to see if any of the Super Bowl commercials had a lasting, measurable impact on them. We start by seeing if they recognize the Super Bowl commercials. The methods we use in this type of tracking are detailed in an earlier paper presented at this Conference.1

Perhaps the most thoughtful description was in a classic article by Alex Biel. After the ARF Validity Study showed Likability was the best of alt measures, Alex Biel was called on to describe some research we had done for him years earlier when he was the head of David Ogilvy's Center of Research and Development. it used this same recognition-based tracking by mail to produce what has turned out to be one of the definitive studies on what Likability means. Being a great researcher, he included a very insightful description and commentary on this process.2 The surveys are conducted by mail with photoboard questionnaires. We mail them to a cross section of all households throughout the country for which an address is available from either an auto registration or a phone book. Over the years they have been filled out and returned by 35% of the recipients a return rate that exceeds the completion rate we usually have to settle for in today's telephone and mall intercept surveys. This has provided an average of 319 replies for every one of the 307 Super Bowl commercials we have tested to date. That's a total of 98,000 replies.