Communicus has evaluated the effectiveness of over 150 Super Bowl commercials between 2011 and 2015. Advertisers who have invested the $5 million or more, for those who’ve bought longer lengths are eagerly anticipating the reactions to their spots.
For those who hope to build their brands on the basis of the buy, Communicus data from the past four Super Bowls suggests that the odds are stacked against them only one in five commercials produces any meaningful movement for the brand on future purchase intentions or other markers of brand health.
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