Some Super Bowl Ads Have Sizzle But Lack Staying Power

While many market research companies launched research programs aimed at measuring how well consumers liked Super Bowl ads, FGI conducted an independent study to determine the effect of advertising during the Super Bowl. We fielded this study later than others to see if consumers could really recall the ads they saw. It turns out that only 44% of those who saw the most “memorable” ad could recall its sponsor. We determined that while viewers may respond favorably to some ads in the moment, they forget them after a few days. The best Super Bowl commercials are memorable as well as dazzling, as our online survey results demonstrate.