For Super Bowl Advertisers, Loud Bark Doesn’t Equal Big Bite
Small dogs can bark, and that certainly holds true for Super Bowl advertisers. But Communicus, a Tucson, Ariz.-based ad consultancy, says that big or small, the volume isn’t the point when it comes to successful Super Bowl ads. The company says that 80% of ads fail to produce meaningful impact among consumers, though small and “underdog” brands often beat those odds. Especially those brands offering something really new. The firm...
We are optimistic but our industry needs to keep evolving
As we close the book on 2014 and look ahead to 2015, what topics are top-of-mind for marketing researchers? In mid-November, we put out the call to researchers from around the globe, on the qual side and the quant side, to get their answers to the following questions. Quirk’s: What’s your general feeling about the state of the marketing research and insights discipline for the coming year? Hopeful? Pessimistic? What makes you feel...
SaatchiNY & LA Score in Top 10 Super Bowl Effectiveness
Leading up to Super Bowl XLIX on Feb. 1, an Ad Age story details how nearly 50 ads fared in terms of consumer effectiveness during last year’s game, with Saatchi & Saatchi claiming two top ten spots for its Toyota Highlander “Joyride” (SaatchiLA) and Cheerios “Gracie” (SaatchiNY) Super Bowl ads. Conducted by Tucson, Arizona-based research firm Communicus, which provides advertisers and agency partners with insights about consumer...
The Science of Emotions: How Effective Are Super Bowl Ads?
Every year, around February 3rd, newspapers and websites line up to play the post-Super Bowl favorite reporters pastime: Analyzing Super Bowl commercials. Some scrutinize their humor, others focus on the sexy factor, while many others come up with more or less passable definition for the “best” and “worst” ads of the year. Communicus, a US research based advertising consultancy, conducted a study prior to Super Bowl 2014 that found...
Does Super Bowl Advertising Really Pay Off?
As anticipation for the 2015 Super Bowl begins to build, marketers and sports fans alike are awaiting Sunday, Feb. 1. Advertisers who are investing $4 million or more in a Super Bowl commercial are busy plotting their creative strategies and public relations programs while the rest of us wait to be entertained. But marketers everywhere should take pause and examine past insights that have emerged from previous Super Bowl ad...