Super Bowl Ads Face More Criticism According to New Research From OTX
LOS ANGELES, Feb. 2 /PRNewswire/ -- OTX (Online Testing eXchange), a
leading global consumer research and consulting firm, today released the
results of a study testing whether consumers respond more favorably to Super
Bowl ads than other TV advertising. Given the intense media attention on the
Super Bowl advertising blitz, researchers expected to see a higher emotional
response to Super Bowl advertising. Instead, respondents actually found the
ads to be less informative, less factual, and less emotive.
"We wanted to see if the Super Bowl hype helped ads," said David Brandt,
executive vice president, managing director for OTX's Marketing Insights
division. "What we found was that respondents took a much more critical view
of the ads when they were told they were Super Bowl ads. They hold them to a
higher standard than ads in other venues. So not only are advertisers already
paying much more, they also have to work much harder to make an impact."
The study was conducted with two groups that each saw the same six ads.
The ads used in the study were created for this year's conference playoffs
with a football audience in mind. The first group wasn't told anything about
the ads. The second group was told the ads were going to be aired in the 2006
Super Bowl. When the ads were associated with the Super Bowl, they
consistently scored lower:
-- The emotional response to the ads dropped an average of 11 percent
-- The perceived informational value of the ads dropped an average of
22 percent
-- A soft drink ad used in the study lost 87 percent, or nearly all, of
its informational value when it was believed to be a Super Bowl ad
-- The same soft drink ad scored very well in the emotional measures among
the first group, but its emotional score was cut by about a quarter
when viewers were told it was a Super Bowl ad
"The findings may suggest that there's an expectation among viewers that
Super Bowl ads aren't meant to be informative. Instead, perhaps they should
just be entertaining in order to elicit an emotional response and reinforce
the brand," said Brandt. "In this study the respondents said that not only are
these playoff ads not worthy of the Super Bowl, but they actually created a
negative reaction when they were associated with the big game."
It is no surprise to advertisers that they have to work harder to deliver
a successful ad during the Super Bowl. The OTX findings support the thinking
that today's Super Bowl viewers have come to expect much more from brands
during the big game and advertisers will constantly have to build upon their
strategy to get noticed during the largest sports entertainment event of the
year.
About Online Testing eXchange (OTX)
Online Testing eXchange (OTX) is a global consumer research and consulting
firm that has established itself as a leading provider of online-based
research. The company specializes in providing innovative, cutting-edge online
technology, products and analysis to the marketing, entertainment and
advertising communities. OTX has developed the most innovative products
available for online research today -- products that work to uncover deeper
and more profound consumer insight. http://www.otxresearch.com
CONTACT: Corie Pierce of SutherlandGold Group, +1-318-868-8800, or
corie@sutherlandgold.com, for OTX.
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