Anyone who has read Joseph Jaffe’s “Life After the 30-Second Spot” will not be surprised by what I am about to write: paying $2,500,000 for a commercial will help destroy your brand.

That’s right folks. There is now empirical evidence that shows a Super Bowl ad may be hazardous to a brand’s health. Now that’s good money spent (wink*wink).


A study by comScore Networks has revealed that:

When asked to rate whether ads improved or damaged the brand’s reputation, respondents voiced strong feelings towards several brands. Bud/Bud Light’s use of humor and special effects registered positively with viewers, as did FedEx’s package-shipping cavemen as 44 percent reported that the ads improved their respective brand images. On the other end of the spectrum, Burger King and Emerald Nuts tied for the most negative brand perception, with 20 percent of viewers saying the spots run by these advertisers actually damaged their perception of the brands.

Congratulations to all the brand caretakers at Burger King and Emerald Nuts who loved their big Super Bowl commercials. You have now entered a whole new marketing world. Welcome.

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