04 February 2006

It's Still the Medium


NOT THE MESSAGE. We expect more from our Super Bowl ads Big Game ads (sorry, NFL attorneys). If you're crazy enough to blow an above-average annual salary for every second of airtime, you ought to do something with it. Otherwise, disappointment. From OTX:
When a group believed ads were going to be aired in the 2006 Super Bowl Big Game, the ads scored lower:
  • Emotional response dropped 11%
  • Informational value dropped 22%
  • A soft drink ad lost 87% of its informational value when it was believed to be a Super Bowl ad
  • The same soft drink ad's emotional score was cut by about a quarter when viewers were told it was a Super Bowl ad

posted by AVN @ 11:10 PM

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