Most Super Bowl ads don't result in sales uptick
January 13 , 2014
A recent study found that 80 percent of ads during Super Bowl don't help in the increase of sales at all but Non-Super Bowl commercials end up doing better by 20 percent.
Research firm Communicus based this on interviews with 1,000 views of the Super Bowl. Experts noted that these ads are definitely remembered better than other commercials but viewers tend to remember only the storyline of the ad as opposed to the brand. Moreover, "one ad exposure often isn't enough to make anything happen."
Advertisers also focus on the entertainment aspect of their ads but that would mean a loss for the brand association due to the "way the creative is structured."