A
new study has found something that might be worrisome to those shelling out $2.6 million for a 30-second spot during
this weekend's Super Bowl. The survey, conducted by consulting firm OTX, shows
that commercials actually lose effectiveness and emotional connection with viewers when they're told the spots come from
the Super Bowl. The audience holds those ads to a higher standard that's tougher to meet and isn't as influenced by
those that don't live up to the hype. The participants also found the spots were less informational, which really
shouldn't be a surprise considering the main point of Super Bowl ads seems to be entertainment and not information. The
survey involved one group who were showed the ads without the contextual information and one group that was told the
commercials came from the game's broadcast. OTX then measured how the emotional connection to the product and
informational value of the ads changed between the two groups.Super Bowl assumptions debunked!
A
new study has found something that might be worrisome to those shelling out $2.6 million for a 30-second spot during
this weekend's Super Bowl. The survey, conducted by consulting firm OTX, shows
that commercials actually lose effectiveness and emotional connection with viewers when they're told the spots come from
the Super Bowl. The audience holds those ads to a higher standard that's tougher to meet and isn't as influenced by
those that don't live up to the hype. The participants also found the spots were less informational, which really
shouldn't be a surprise considering the main point of Super Bowl ads seems to be entertainment and not information. The
survey involved one group who were showed the ads without the contextual information and one group that was told the
commercials came from the game's broadcast. OTX then measured how the emotional connection to the product and
informational value of the ads changed between the two groups.Add your comments
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