Given the investment into the media buy (approximately $7m for a 30 second spot) and the creative license available, it seemed a shame that the majority of Super Bowl ads ended up with the extremely similar mix of celebrity and spoof comedy.
In fact, according to research firm Daivid, 66 per cent of Super Bowl LVIII ads were based on humour, and yet only 7 out of the 70 ads which ran actually made a test audience of 5,000 Americans laugh out loud.
Based on data compiled by System1, a US-based advertising response acquisition firm, 30 per cent of advertisers scored only 1* (out of 5*) in their long-term effectiveness rating, nearly double of last year’s figure for the same metric.
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Tags:The Mediavantage
