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Super Bowl ad research receives widespread national attention

RELEASED: Feb. 7, 2011

Dr. Chuck Tomkovick Dr. Rama Yelkur
Dr. Chuck Tomkovick Dr. Rama Yelkur
See a Jan. 25 UW-Eau Claire news release for an overview of the most recent Super Bowl advertising research by Dr. Chuck Tomkovick and Dr. Rama Yelkur.

EAU CLAIRE — The most recent Super Bowl advertising research by two UW-Eau Claire faculty members has received extensive attention from national and regional media during the past two weeks. Their research findings also were supported by the results of the USA Today's 2011 Super Bowl Ad Meter following the Feb. 6 Super Bowl.

A variety of media outlets have featured research by Dr. Chuck Tomkovick and Dr. Rama Yelkur, professors of management and marketing, about what makes Super Bowl advertisements likeable and the financial performance of the firms that invest in Super Bowl ads.

A UW-Eau Claire news release about the research has been posted to more than 200 websites. Other media highlighting the research have included the following: BenMaller.com, CNBC.com, Profitable.com, WQOW-TV, WEAU-TV, SuperBowl-ads.com, NYSportsJournalism.com, Kiplinger's Personal Finance, Sports Business Journal Daily, Advertising Age (on Jan. 31 and Feb. 6), Facebook.com, Fidelity.com, SeekingAlpha.com, autoblog.com, bullfax.com, Zap2it.com, The Globe and Mail, Leader-Telegram, The Telegraph, Investor Vortex and Slate.

Following the 2011 Super Bowl on Feb. 6, the UW-Eau Claire researchers' findings over the years about ad likeability were in line with results posted in the 2011 USA Today Super Bowl Ad Meter, Yelkur said. USA Today's Ad Meter tracks the second-by-second responses of a panel of viewers to ads during the Super Bowl and ranks them from best to worst, according to the USA Today website.

"Our research findings (based on 10 years of data, from 2000 through 2009) that celebrities do not drive ad likeability seems to be borne out again this year," Yelkur said. "USA Today's Super Bowl Ad Meter scores for 2011 indicate that the most-liked ads did not use celebrities. For the most part, ads that used celebs were in the middle of the pack or below for ad likeability."

The use of animals again was shown to positively influence ad likeability, as at least five of the top 10 ads used animals, and limiting the amount of information shared about a product also still continues to drive ad likability, as evidenced by the fact that the most-liked ads said very little about their products, Yelkur said.

"On the other hand, sex appeal did not help, as evidenced by Go Daddy's racy ads, Mini Cooper's 'Cram It in the Boot' contest, Stella Artois' ad featuring actor Adrien Brody and the Skechers ad with Kim Kardashian ranking in the bottom half for ad likeability," Yelkur said.

The researchers' previous findings about the impact of an ad's length on likeability also proved true this year, Tomkovick said.

"We've known for 10 years that ads that are too short or long are negatively correlated with ad likeability, and Eminem's Chrysler ad that ran 120 seconds long scored in the bottom third on likeability," Tomkovick said.

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JP/AH

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