Every year when I read the post game commentary about the Super Bowl ads I am appalled. Apparently most of these so called experts have forgotten that the purpose of advertising is to sell stuff. Instead of commenting on perceived effectiveness they stoop to the level of non-marketers and discuss which commercials they found most entertaining. Who cares?
So a big thanks to Communicus for trying to see if any of the ads actually work. And, guess what? Most don't. Based on a new study which tracked purchase intent, pre and post, four out of five Super Bowl commercials failed to deliver. At $4 million a pop (plus production) that sure is a lot of wasted money. (Loechner, 2014)
I was not surprised to read that the Mercedes "Soul" commercial, which was at norm for likeability was a winner in terms of purchase intent. It featured a clear message that I thought young men would find appealing. I was actually surprised that it wasn't better liked. Here it is so you can take a second look.
And this year, when you watch the Super Bowl ads think a bit about whether they make you want to buy something before you decide which ones you think are good. You may be surprised at the answer.
Loechner, J. (2014, January 16) But Will The Dogs Eat It? mediapost.com. Retrieved January 16, 2014, from http://www.mediapost.com/publications/article/217209/but-will-the-dogs-eat-it.html