Small dogs can bark, and that certainly holds true for Super Bowl advertisers. But Communicus, a Tucson, Ariz.-based ad consultancy, says that big or small, the volume isn’t the point when it comes to successful Super Bowl ads.
The company says that 80% of ads fail to produce meaningful impact among consumers, though small and “underdog” brands often beat those odds. Especially those brands offering something really new. The firm points to Beats Headphones, Sonos Wireless Hi-Fi and Butterfinger Peanut Butter Cups as standouts last year. Yes, there are small dogs who yap incessantly, but the irritation factor doesn’t count.
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