The upcoming Super Bowl holds the potential to be a “marketing bonanza,” according to recent research on trends and effectiveness of paid Super Bowl advertising from The Nielsen Company.
Perhaps most significantly, a slight majority of respondents, 51%, said they like the commercials more than the Super Bowl itself. Forty-nine percent of respondents would rather watch the football action.
The Early Bird Catches the Advertising Worm
Super Bowl advertisers looking to maximize audience response to their ads are advised to show them early in the game, preferably the first quarter. In terms of general recall, 69% of viewers remember ads aired during the first quarter. This percentage drops to 67% in the second quarter, 65% in the third quarter, and 58% in the fourth quarter.
Brand linkage shows a similar deterioration as the game progresses. Eighty-six percent link ads they see in the first quarter with the corresponding brands. This percentage drops to 79% in the second quarter, 77% in the third quarter, and 75% in the fourth quarter.