Super Bowl and Super Ads: Was It Worth It?

Exciting Game, Memorable Ads, According To Post-Game Ipsos-ASI Advertising Survey

Norwalk, CT--How does an advertiser get their money's worth out of 30-second Super Bowl ad spot, reportedly costing a record $2.25 million? As a once-a-year advertising event, the Super Bowl delivers 90 million viewers, largely of hard-to-reach but lucrative male viewers, whose attentiveness results in extraordinary advertising recall, according to a post-game poll conducted by Ipsos-ASI, The Advertising Research Company. With this year's exciting Super Bowl action, Ipsos-ASI's survey reveals that more people stayed tuned for the commercials than ever. During Super Bowl XXXVIII, 46% of respondents claimed to have watched all of the commercials, compared to 37% during Super Bowl XXXVII. Consistent with last year's Super Bowl advertising survey results, respondents remembered an average of 3.5 ads. Accordingly, 89% of respondents could remember without prompting the name of at least one of the advertisers in the Super Bowl, while less than half could remember an ad from the Sugar Bowl or from the NFC Championship game. "Successful, effective advertising is memorable advertising--not necessarily the most popular, funniest, expensive or most-hyped--and many of this year's Super Bowl advertisers delivered with high recall scores," said David Brandt, Executive Vice President, Global Client Services, for Ipsos ASI. The most memorable advertisements during this year's game were for Budweiser (68% of respondents recalled an Anheuser-Busch ad) and Pepsi (54%). Not surprisingly, the most memorable advertisements came from the biggest advertising spenders; Anheuser-Busch had a total of five minutes of advertising, and Pepsi-Cola bought three minutes. Both companies were also top-rated in 2002 and 2003 Super Bowl advertising recall. Ipsos-ASI has been conducting post-game polls for the past three years that compare advertisement recall among men watching the Super Bowl with advertisement recall among men who watched other key playoff football games. The results show 46% of people watched all the commercials during the Super Bowl this year, compared to 37% of viewers during last year's Super Bowl, while only 12% watched all the ads during the Sugar Bowl, and only 9% watched all the ads during the NFC Championship. "The Super Bowl continues to be a fantastic environment for advertisers," said Brandt, "Even those advertisers who bought only one 30-second slot had successful recall with viewers." Topping the list of the "one ad wonders" for most remembered ads--from advertisers who only aired one ad during the Super Bowl--were Lays, 7-Up, FedEx and IBM. Super Bowl advertising also included new product category entrants with Erectile Dysfunctional pharmaceuticals Levitra and Cialis placing ads during the game. There was also a greater presence of automotive advertising with six different advertisers: Cadillac's advertisement was the third-most memorable Super Bowl ad this year, while Chevrolet and Ford placed in the top seven. Methodology Ipsos-ASI conducted interviews via the Internet with adult males between the ages of 21 and 60 after each game. A total of 883 adult males were interviewed in the three waves: the Sugar Bowl between LSU and Oklahoma on January 4, 2004; the NFC Championship between Carolina and Philadelphia on January 18, 2004; and the Super Bowl XXXVIII between Carolina and New England on February 1, 2004. View the complete PowerPoint Summary. To view Ipsos-ASI's press release from SuperBowl 2003, go here. To view Ipsos-ASI's press release from SuperBowl 2002, go here. For more information, please contact: Pam Maltby VP, Group Business Development Director Ipsos-ASI 203.840.3660 About Ipsos-ASI Ipsos-ASI is the largest provider of advertising pre-testing services in the world. Ipsos-ASI offers a full range of advertising research tools to help clients make the best decisions at all stages of the advertising development process, and to maximize the return on their advertising investment. Ipsos-ASI's services include advertising testing (for storyboards, television and print advertising), tracking (continuous and wave) and brand equity research. Ipsos-ASI is a member of the Ipsos Group, a leading global survey-based market research firm. To learn more, visit: www.ipsos-asi.com. About Ipsos Ipsos is a leading global survey-based market research group, with revenues of 538.5 million euros in 2002. It offers a full suite of research services, guided by industry experts and bolstered by advanced analytics and methodologies in advertising, marketing, public opinion and customer loyalty research, as well as forecasting and modeling. Member companies also offer a full line of custom, syndicated, omnibus, panel, and online research products and services. To learn more, visit: www.ipsos.com. Ipsos is listed on the Euronext Paris Premier Marchй, and is part of the SBF 120 and Next Prime Indices as well as eligible to the Deferred Settlement System (SRD). Euroclear code 7329, Reuters ISOS.LN, Bloomberg IPS FP

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