Creative agencies go through many rounds of brainstorming and revision as they try to perfect their Super Bowl ads, but not everything works come game day.
The punchline in GoDaddy's "Bodybuilder" ad on Sunday fell flat in the end, according to Spot Trender, a research company used by brands and agencies for pre-testing advertising. Spot Trender tracked Super Bowl ads' second-to-second reception by asking a panel of consumers to press keys on their computers as they watched. Each video had a sample size of 300 complete responses.