How Super Bowl ads impact football “super fans”

Stephen Whiteside

Television spots in the Super Bowl can generate “big results” among passionate followers of this annual event, according to a study by research firm YouGov.

Running television spots in the Super Bowl is an opportunity for brands to  deliver “big results” among the most passionate followers of this event, research firm YouGov has found.

In its “How effective is Super Bowl advertising?” report, the company assessed the impact of five spots aired by different brands in 2021, and another five spots from different advertisers in 2022, on the most ardent fans of this high-profile sporting occasion.

“Looking at the ten brands profiled from 2021 and 2022, it’s clear that the biggest sporting event in America can deliver big results,” its report argued. However, the study...

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