Despite the uncertain economy, three out of four Americans are still more likely to research or buy a product after seeing it advertised during the Super Bowl, according to a study of 1,000 Americans fielded by independent ad agency Venables Bell & Partners (VB&P).
Of respondents polled, 40% were optimistic about the future of the economy in 2010; 24% pessimistic; and 36% unsure. However, the majority of consumers state that advertising in the Super Bowl is responsible vs. irresponsible, and 64% would be disappointed if advertising during the game disappeared.
Advertising is still a key part of the Super Bowl entertainment experience, with respondents saying they’re looking forward to watching the ads more than the national anthem, half-time show or even spending time with their families, second only to the game itself.
When asked what they were most likely to discuss the Monday after, Americans are just as likely to discuss ads, as they are plays. In fact, 66% still remember their favorite brand advertiser from last year’s Super Bowl while only 39% remember who won the game.
Brands that incorporate humor will have the best chance of sticking in people’s minds and generating vital Monday morning water cooler buzz. VB&P found that a whopping 87% of participants think that humor makes an ad more memorable. Unsurprising, 60% of respondents say they were most entertained by beer ads last year.
Of the brands that didn’t advertise last year but who are on Intebrand’s top 20 brand list, McDonald’s, Google and Apple are those that people would most like to see advertise this year, while job placement and insurance brands are those that consumers would happily see leave the Super Bowl stage.
About Venables Bell & Partners
Founded in 2001, Venables Bell & Partners is an independent San Francisco advertising agency whose philosophy is simple: our intentions are good. We’re privileged to work with VIZIO, Audi of America, ConocoPhillips, HBO, The Montana Meth Project, Coca-Cola and PG&E, among others. To learn more, visit http://www.venablesbell.com