How to stop fumbling: Four strategies for winning the ad game at the Super Bowl

Offers recommendations on the hallmarks of successful Super Bowl ads, based on four years of research.

When it comes to appointment viewing, the Super Bowl remains supreme. Nielsen reported that last February’s Super Bowl LVII totaled more than 113 million viewers, making it the second most-watched game in Super Bowl history. Twenty-seven percent of Americans reported that the commercials were their favorite part of the Super Bowl in a 2022 survey. The Big Game is perhaps the only time of the year that some viewers actually tune in for the ads. 

But that doesn’t mean they’re being converted into customers, or even fans. 

Effective Super Bowl advertising is a balance...

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