Super Bowl Ads Get Super-sized Results

Super Bowl Ads Get Super-sized Results


This Sunday evening a football game will be played in Opa Locka, Florida at Sun Life Stadium. That game, Super Bowl XLIV, will pit two of the best teams in professional football: the New Orleans Saints and the Indianapolis Colts. Drew Brees and Peyton Manning are the quarterbacks for these teams respectively, but they won’t be the only stars viewers will see when they tune in.


Super Bowl XLIV: February 7, 2010

Entertaining Commercials

No, I am not talking about the supporting cast of offensive, defensive, and special unit players who will make or break the game. Rather, it is the commercials which can be almost as entertaining, short clips which can have a profound impact on viewers.

Wake Forest University conducted a study and their researchers found that although Super Bowl commercials can cost a mint—as much as $3 million for a 30-second spot, they can also be worthwhile for those who run them.

“Believe it or not, advertising on the Super Bowl can be downright economical,” says Wake Forest University marketing professor Sheri Bridges, an expert on branding and advertising. She gives eight reasons the Super Bowl is a unique opportunity for advertisers:

1. Exposure to nearly 100 million viewers of the game itself and to an attractive demographic.

2. Extensive publicity before and after the event in a variety of media and media channels.

3. Engagement levels of the audience in the ads are incredibly high (no zipping or zapping; people want to watch the commercials).

4. Excitement of game day can lead to positive feelings being associated with/transferred to the ads/advertisers.

5. Employee morale can be boosted, especially at a time when workers are looking for a reason to feel proud.

6. Evangelical word-of-mouth after the game (around the office water cooler, on the subway, in the checkout line, etc.) about favorite ads.

7. Extended ad life and exposure via airings on Internet sites devoted to Super Bowls ads, including YouTube and advertiser Web pages.

8. Elite image associated with Super Bowl stimulates an “eagle effect” — if a brand can fly high with the other eagles, it must be good.

“The bottom line…watching Super Bowl commercials is an event in itself,” Bridges says. But, she warns advertisers to steer clear of messages related to the bad economy. “Viewers want ads that make them smile, laugh or get choked up, not those that make them feel depressed,” she says.

Gridiron Classic

Expect a lot of exciting ads this weekend before, during, and after the big game. Enjoy the contest too because when you talk Saints-Colts, you’re talking about one of the best Super Bowl match ups of all time.

Source: Wake Forest University


end of post idea for home improvement


Helpful article? Leave us a quick comment below.
And please give this article a rating and/or share it within your social networks.

facebook linkedin pinterest

Amazon Affiliate Disclosure: is a participant in the Amazon Services LLC Associates Program, an affiliate advertising program designed to provide a means for sites to earn advertising fees by advertising and linking to The commission earnings are used to defray our cost of operation.

View our FTC Disclosure for other affiliate information.

Categories: Fun Stuff

About Author

Matthew C. Keegan

Matt Keegan is a freelance writer and editor as well as publisher of "Matt's Musings", his personal blog. Matt covers campus, consumer, business and financial topics on various websites and blogs, and has been published in the "Houston Chronicle", "Sam's Club Magazine" and "Wisconsin Golfer".