Who won Super Bowl LI? Besides the Patriots, that is.
For starters, Fox did pretty well. Days before the game, a Fox exec crowed, “We are going to finish with the highest revenue day in Fox history.”
When you sell dozens of Super Bowl ads for $10 million per minute, there’s probably a pretty good pizza party in the break room.
So advertisers must have done well too, right? Not so fast. Communicus, a research firm, has conducted several studies of the effectiveness of Super Bowl ads. Their findings? Only about one advertiser in five actually builds its brand.
There’s a danger: Those of us without super-sized marketing budgets might be blinded by the hype. We might be inclined to believe that things like “likeability scores” matter. They don’t. [Read more…]