When you’re spending $7 million on advertising-the average cost of a Super Bowl ad-you’re probably assuming the price is worth the payoff. After all, it’s a national event with celebrity, spectacle, and sport. And that’s just the commercials.
Yet, Nataly Kelly, CMO of advertising company Zappi, says Super Bowl ads are often less effective than everyday commercials.
After testing every Super Bowl ad over the last 2 years for creative effectiveness, Zappi found that commercials during the Big Game underperform in key areas like brand consideration, linkage, and behavior change.
