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Bummed Consumers Recall Fewer Super Bowl Spots

Nervous TV viewers are a tough sell for clever ads trying to get their message across. There is a direct relationship between the confidence people have in the economy and the attention they pay to Super Bowl commercials, per Gallup & Robinson. When consumer confidence is weak, recall is 11% lower than average, and 36% lower than in good times, says Gallup & Robinson's study of 12 years of surveys about recall and likability of past Super Bowl ads.

Marketers running 30-second Super Bowl commercials should be more cautious this year, says Scott Purvis, president of the research firm. "If you just do your ordinary fare, whatever that may be, you're probably going to take a little bit of a hit on your recall levels."

Of course, the economy isn't the only factor at play when it comes to recall. There are the small matters of the ad's content and the quality of the game. Even so, "about one-quarter of change in recall is related to the change in consumer confidence," says Purvis.

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