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weren't as good Rate them lower than the past two years in a new poll Feb 10, 2010 Are viewers expecting too much from Super Bowl ads, or are advertisers just not delivering? The latest post-Super Bowl poll from HCD Research finds that viewers rated this year's top five ads lower than the top five from 2008 and 2009, suggesting that either this year's ads were poor creatively or that advertisers cannot meet viewers' heightened expectations in the year's most-hyped commercial environment. Ads were scored based on breakthrough, emotion, memorability and word of mouth impact of the ads. The top-rated ad from this year's game, Budweiser's "Bull," rated a 72.78 among respondents, down from a 77.02 for last year's top ad, Budweiser's "Horse Circus." Both were lower than the top-rated ad from the 2008 game, FedEx's "Pigeons," which rated an 80.71. The next four ads, including Snickers' "Betty White" and Denny's "Grand Slam," all rated lower than their counterparts the past four years as well. In fact, the No. 5 ad from the 2008 Super Bowl actually rated higher than this year's top-rated ad. HCD says that people's attitudes toward advertising generally may have been somewhat jaded because of the recession. The company also theorized that production values may have been compromised compared to past years because advertisers had less money to spend. But there was a general sense in the advertising community that this year's spots simply were not as smart as those in years past. Bart Cleveland, partner and creative director at McKee Wallwork Cleveland, told Media Life earlier this week, "If 10 is the best year for Super Bowl commercials, this one would rate a 2 or 3."
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