HOUSTON, TX – Every year, companies shell out millions to score precious air time during one of the biggest television events of the year: the Super Bowl.
With over 100 million pairs of eyes watching, a memorable Super Bowl ad has gotta be money well-spent, right? Well … Turns out that while ads like these might be memorable, the companies they’re promoting are not.
A recent study by research firm Communicus says that only 35 percent of viewers can actually recall what brand super bowl commercials are associated with.
Compared to non-Super Bowl ads, which have a recall rate of 50 percent, this is sure to come as a disappointment for executives spending big bucks on Super Bowl air time.
The study’s conclusion? Companies are focusing a little too much on the entertainment factor and maybe not enough on actually selling their products.
Because while remembering creative commercials might be easy, recalling the companies that made them is … not so much.
Though a lot of Super Bowl viewers might consider the ads to be the best part of the big game, at $4 million for 30 seconds of air time, companies may want to spend more tv time on selling the product and less on entertainment.