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

Super Bowl have declined during the decade. There has been a slow decline in perceptions that the Super Bowl has some of the best advertising. Last year, the agreement/disagreement rating of people for “This year’s Super Bowl advertising had some of the best advertising I’ve seen” was 5.0. This was down from 5.6 seen ten years ago (1999) and 6.5 in 1996. And there has been a similar erosion in the perceptions about the quality of Super Bowl advertisers. Last year, the agreement/disagreement rating for “Generally, the companies that advertise on the Super Bowl are the real leaders in their industry” was 5.8. This was down from 6.8 ten years ago (1999) and 7.4 in 1996.

Scott Purvis, G&R’s President, commented, “No medium provides the kind of super-charged selling environment that the Super Bowl does. Viewers don’t just tolerate Super Bowl advertising, they seek it out and embrace it. But audiences are looking for more than just entertaining, edgy executions, which many first-time Super Bowl advertisers favor. With Super Bowl stalwarts like FedEx and Pepsi sitting this year’s game out and being replaced by more first-time Super Bowl advertisers, it will be interesting to see if respondents notice that there are fewer “‘best’ spots from leaders in their industries” and whether this leads to a difference in overall attitudes towards Super Bowl advertising.”

Gallup & Robinson, Inc. is an advertising and marketing research company based in Pennington, New Jersey. For more than 50 years it has helped leading advertisers understand the effectiveness of their advertising and improve its contribution to their business. For the past 19 years, the company has tracked audience response to the quality of Super Bowl commercials by surveying online viewers the day after the game about the commercials they remember and their reactions to them.

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