(MENAFNEditorial)
FOR IMMEDIATE RELEASE
February 26 2015
Contact: Owen Eagan 781-831-2494 owen_eagan@emerson.edu
Survey: Many Super Bowl Advertisers “Fishing without a Hook”
Ads Generate Significant Buzz but Few Purchases
BOSTON – The Emerson College Polling Society today announced the results of a national survey which found that many Super Bowl advertisers might be “fishing without a hook.” The ads generated significant buzz with 84.3 percent of viewers saying they talked about the ads with family and friends. However the survey found that only 5.5 percent of viewers actually purchased products based on the ads.
“These results indicate that many advertisers are ‘fishing without a hook’” said Owen Eagan a management consultant and an Executive-in-Residence in the Department of Communication Studies. “Many of the ads were creative and entertaining but just generating buzz and viral content isn’t enough to drive sales. You can’t fish with just bait – you need a hook too.”
At a reported $4.5 million a spot this may seem like an expensive and risky proposition for advertisers. However the Super Bowl was estimated to draw an average audience of 114.4 million viewers according to NBC. Therefore an audience of that size equates to a cost of 4 cents per viewer. So if your ads work it’s easy to realize a good return on investment. But this challenge continues to be the subject of research and debate.
For instance a study by BrandAds in 2014 found that the average Super Bowl ad increased the likelihood of viewers’ purchasing decisions by 6.6 percent. Another Stanford University study found that one of the primary benefits of Super Bowl advertising is that people build associations between certain products and sporting events. Nevertheless some argue that these dollars could be better spent on other forms of advertising with a better return on investment.
“As Apple demonstrated with its ‘1984’ ad which is widely regarded as one of the best Super Bowl commercials of all time these ads can be incredibly successful” added Eagan. “Unfortunately this level of success has proven to be elusive for most companies.”
About the Survey
This survey was conducted using an online panel February 13-14 2015 among a sample of 395 respondents. The survey was intended as a baseline model to measure the initial effects of advertising during the Super Bowl. The Emerson College Polling Society intends to use this model to measure trends among high profile events going forward. The methodology and results of this survey can be found at www.theecps.com.
About the Emerson College Polling Society
The Emerson College Polling Society (ECPS) is a Charter Member of the American Association of Public Opinion Research (AAPOR) Transparency Initiative. Other charter members include the Pew Research Center the Gallup Organization and the Washington Post. AAPOR is the leading professional organization of public opinion and survey research professionals in the United States with members from academia media government the nonprofit sector and private industry.
###
Legal Disclaimer:
MENAFN provides the information “as is” without warranty of any kind. We do not accept any responsibility or liability for the accuracy, content, images, videos, licenses, completeness, legality, or reliability of the information contained in this article. If you have any complaints or copyright issues related to this article, kindly contact the provider above.