New or unfamiliar products did relatively well in 2014 Super Bowl advertising, while established products and particularly automotive brands fared poorly, according to research firm Communicus. That may help explain why this year’s Super Bowl is more loaded with unfamiliar players, and why automotive brands are mostly sitting on the sidelines, according to Jeri Smith, CEO of the firm that rates effectiveness of Super Bowl and other ads.
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Communicus is an advertising research firm specializing in integrated campaign measurement solutions that isolate the impact of a brand’s advertising. For over 50 years, Communicus has partnered with Fortune 100 brand advertisers, providing research and consultation enabling brands to fully understand how to build more successful advertising and IMC campaigns, maximizing advertising’s impact on brand perceptions and behavior.