The Superbowl attracts thousands of viewers each year, most of whom are looking to put their critic hat on and judge the effectiveness of the million dollar commercials that air on primetime. But what is it that determines one commercial a success and another a failure? For many, it’s the degree of humor but for Sands Research, a company specializing in neuromarketing services, it’s the physiological response elicited and degree of brand recall that deems one superior to another. In an article entitled, “Sands Research Conducts Real Time Brand Imaging of Viewers Exposed to Superbowl Commercials,” a Sands’ reasearcher was quoted saying, “We found that brand recall improved significantly if a company had two or more commercial spots throughout the course of the game." Sands’ findings parallel concepts discussed in class, in that consumers respond to specific forms of advertising, usually taking the shape of persuasive, informative, complimentary, or memory jamming. Superbowl commercials revolve around the memory jamming concept, in that some repeat in frequency throughout the game to reinforce a given message. In addition, the persuasive view could be applied to the commercial phenomenon, because they invariably trigger specific brain activity that establishes a subjective opinion in the minds of the consumer and help to differentiate the good/brand.
As seen in the picture below, certain commercials elicit specific brain activity which indicates the degree of viewer engagement. Bridgestone was considered the big winner last year, in that it stimulated the most brain activity among viewers. This brain activity proved to have positive correlation for company growth, for in an article entitled, Bridgestone Readies Ads for Superbowl, Michael Fluck, a representative from Bridgestone Firestone North American Tire is quoted saying, “while the overall tire business in the U.S. was down double-digits last year, Bridgestone saw a double-digit increase in market share.”
Clearly, there are underlying factors that go into the commercials you will see during the game. Though comedy may be a large part of what stimulates the human mind, there are other triggering components that will influence your memory and the way you differentiate products.
This blog post was written by Katie Tretter, Cassie Wolcott and Daniel Lee
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