• Bleacher Report, Friday, February 4, 2011 10 AM

Sixty minutes of football versus 45 minutes of commercials? Sports marketing scribe Barry Janoff says skip the ads and read the phone book because there are so many ads, nobody will remember anything anyway.

Janoff says the preponderance of car ads is why Super Bowl XLV viewers will forget who has what product for sale. "They did not heed philosopher George Santayana's immortal words, 'Those who cannot remember the past are doomed to repeat it,'" he says, referring to the Super Bowl XXXIV in 2000, when ABC ran 20 ads for dot-coms.

Janoff says a post-game Harris Survey that year showed that only two of those dot.com commercials were recalled by 40% of people surveyed. One was E*Trade. The other was a Pets.com's ad where the sock puppet was remembered, not the product. Most of the ads were below 5% recall.

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