A recent study by research firm Communicus stated that 80 percent of ads shown during the Super Bowl don't increase sales, according to AdAge.com.
Considering the amount companies pay per year for a 30-second commercial, one would think that sales would increase a little bit. The Tucson, Arizona firm claims otherwise however, saying that 60 percent of ads tested didn't increase purchases nor "purchase intent."
Companies spend on average $4 million per commercial each year to advertise during the Super Bowl. This is up from $3.8 million average from the 2013 game.
Communicus interviewed over 1,000 consumers before watching advertisements from the 2012 and 2013 Super Bowls, and then after watching the ads. Consumers were also asked what products they purchased recently.
Company CEO Jeri Smith said one thing she thinks hurts companies is that many of the ads don't air again after the game or they don't air as much as other advertisements do on popular channels.
"The advertisers really dial up the entertainment quotient to pop to the top of the USA Today rankings and such," Smith said, according to AdAge.com. "But we find the brand association with Super Bowl commercials is much lower than you'd get with a typical buy, just because of the way the creative is structured."
At least 44 percent of viewers remember seeing specific Super Bowl ads however, but many people have trouble remembering commercials because a lot of them don't focus enough on the brand and product.
The 2014 Super Bowl will be held on Feb. 2 at MetLife Stadium in East Rutherford, New Jersey. Grammy winner Bruno Mars is set to perform during the half-time show.
Over 111.3 million people watched the 2013 Super Bowl.
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