Facts and Figures:
This Year’s Super Bowl Ads: Super-recallable or Super-forgettable?
 

Nobody’s perfect — not Tom Brady, and apparently not most of the advertisers who sunk $2.7 million per 30-second spot into last month's Super Bowl XLII advertising.

Undoubtedly game analysts will still be rehashing the New York Giants’ near-miraculous upset of the undefeated, and everyone thought unbeatable, New England Patriots when Super Bowl C (that’s 100!) comes around.

It’s a pretty good bet that Eli and Peyton will forever be known as the only set of brothers to quarterback their teams to consecutive Super Bowl championships and to be named consecutive MVPs.

And, while this year’s Super Bowl will go down in history for those reasons, it also stands out because the game itself actually outshined the ads. Morning-after discussions among ad-savvy commentators and bloggers alike were pretty negative about this year’s crop of Super Bowl ads, calling them “not so super,” “hardly a gem in the bunch,” “much ado about nothing,” and worse!

Of course for their mega-investment, advertisers did get 97.5 million viewers — 107.5 million during the fourth quarter — the largest audience ever for a Super Bowl. So whether their ads drew rants or raves, perhaps the significance is that people are talking about them. Ad exec Devika Bulchandani, quoted in an AdAge article by Brian Steinberg, maintains that Super Bowl marketers “aren’t selling a product; they are creating brand buzz.”

However, creating successful “brand buzz” depends on how well viewers can recall the brands involved. According to cognitive science researchers, even memorable Super Bowl ads may be misattributed by consumers. As an example, Super Bowl beer ads were consistently attributed to Bud, whether or not that was the brand being advertised. (Could that be the reason that Anheuser-Busch was the only beer advertiser in this year’s Super Bowl?)

Now that a month has passed, how well do you recall the brands advertised in this year’s Super Bowl ads? Take MillerWhite’s annual Super Bowl Commercial Recollection Test to see which products and companies you can recall. (Answers are below.)

1. Remember the ad that followed the Go Daddy.com spot with Danica Patrick? No one does — everyone left to check out the REST of Danica.

2. It wasn’t a horse head in his bed that made the guy scream, it was the front bumper from his old-school luxury car. Who was the advertiser?

3. In an elaborate cartoon tale, we met a panda family. Who was the advertiser?

4) What advertiser told the story of a drug dealer losing teenage customers to their parents’ prescription drugs?

5) Who dreamed up, and animated, the talking baby?

6) One automobile maker put its new luxury model up against the big three. Who was it?

7) It was hard to tell. It was either a spot for a video game, rated mature, or new line of athletic shoes. Who was the advertiser?

8) Name one movie that was advertised during the Super Bowl.

9) Who drove who crazy by putting him in his “MyFaves” and who was the advertiser?

10) Name the other two automakers who put their money into Super Bowl ads (not already mentioned above).

11) What advertiser couldn’t leave politics out of the Super Bowl?

12) A dog lapped up this beverage, and no, it wasn’t beer. What was it?

Answers: 1) Dell for Red, the AIDS fundraiser; 2) Audi; 3) Salesgenie; 4) White House Office of National Drug Control Policy; 5) E-Trade; 6) Hyundai; 7) Under Armor; 8) Narnia, Leatherheads, You Don’t Mess with the Zohan, Semi-Pro, Iron Man, Will-E; 9) Charles Barkley drove Dwayne Wade to distraction advertising T-Mobile; 10) Toyota and GMC Yukon; 11) Coca-Cola; 12) Gatorade.


 
 
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