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Merwyn Research finds Super Bowl ads failed to persuade

Published on .

Cincinnati - Only 31% of ads during Super Bowl XXXVI achieved higher-than-average customer persuasion scores, according to the Merwyn Persuasion Research report from Merwyn Technology.

The highest-ranking ad was a commercial by General Motors Corp. for its Cadillac Escalade, which had a 51% persuasion score. The second ranking spot was for Subway Restaurants (50%), and the third-ranking spot was for La Roche Ltd.'s flu shot (44%).

Merwyn uses artificial intelligence to predict the probability of an advertisement having a tangible impact on customer purchase behavior. It has been tracking Super Bowl ads since 1999.

B-to-b ads, which were scarce this year, did not fare well in the Merwyn report. H&R Block, which had an ad for Tax Code changes, came out No. 6 on the list, with a 39% score. FedEx Corp., which came into the Super Bowl at the last minute with its "Great Idea" ad, ranked No. 19 with a 21% score.

A series of ads for AT&T Corp.'s "mLife" campaign each scored 10%, tying for last place with ads by Monster.com, E-Trade Group, HotJobs.com and other advertisers.

--Kate Maddox

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