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Super Bowl Advertising, In Good Times And Bad
Date:1/28/2010

Gallup & Robinson studies attitudes towards Super Bowl advertising throughout the economic ups and downs of the decade.

Pennington, NJ (PRWEB) January 28, 2010 -- In good times and in bad, people like to look at Super Bowl advertising. According to the market research firm, Gallup & Robinson, Inc., overall attitudes towards Super Bowl advertising have remained strongly positive throughout the economic ups and downs of the decade, although some specific attitudes have declined.

In an ongoing study of attitudes towards Super Bowl advertising Gallup & Robinson, Inc. asked Super Bowl viewers whether they agreed or disagreed with a series of statements about Super Bowl advertising and advertising in general on a scale of 10 to 0. A 10 would mean that the respondent agreed with the statement and a 0 would mean that he or she disagreed with the statement. The survey found that the average agree/disagree rating with the statement, “I like to watch advertising on the Super Bowl more than regular television advertising” was 7.3. The average rating of people whether they agreed (10) or disagreed (0) with the statement, “I like to look at advertising” was 5.4. The average rating of general interest in Super Bowl advertising has actually gone up during the last 10 years, whether people’s confidence in the economy was strong (1998 and 1999) or weak (2003, 2004 and 2009).

Some people like Super Bowl advertising so much that it is their favorite part of the event. After last year’s game, 16% of respondents reported that the commercials were the most interesting part of the Super Bowl broadcast. This was higher among women than men (22% among women versus 11% among men).

Not all perceptions of Super Bowl advertising are trending positive. Ratings about the quality of individual commercials and about the companies who advertise on the
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