Super Bowl ad study completed

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Two weeks after Super Bowl XXXV's telecast, the final phase of the Ad Age/Greenfield Online survey on viewer perception of the game's ad spots has been completed. The results, similar to the first two trials, showed the "most liked/most recalled" ads (Pepsi-Cola and Anheuser-Busch) didn't necessarily correlate with those judged "most persuasive" (McDonald's and Subway). This time around, however, there was a marked decrease in respondents' negative reactions to ads that previously had performed poorly in terms of recall and likeability. The final study of respondents from this audience indicated that a continuing ad flight schedule clearly outweighs the benefit of a one-event showing. It should be noted that a number of Super Bowl ads have aired on TV since the game.

Copyright February 2001, Crain Communications Inc.

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