Study: Super Bowl ads do best in a close game
CORVALLIS, Ore. - Some would argue it's the best part of the Super Bowl.
No, we're not talking about football: we're talking about those ads that air in between all the football.
Advertisers shell out millions for 30 seconds to push their product.
"There's a cultural phenomenon around the Super Bowl and the advertising in the Super Bowl," said OSU sports marketing expert Colleen Bee.
She said it really doesn't matter who wins the game. For advertisers, it just better be close and exciting.
"There is a positive impact on the attitude toward the ad and attitude toward the brand."
So how does Bee know?
She conducted a study and had 112 people sit down to watch two college basketball games.
"We showed them one really exciting game, suspenseful game where it was very back and forth, a very close game," she said. "Then we showed them another game that was a low suspense game, so it was a complete blow out."
She found the closer the game, whether it's football or something else, the happier the viewer.
"A really exciting, suspenseful game has a positive affect on ads."
The same goes for a suspenseful ad. She said the more suspenseful the ad combined with the suspense of the game, equals a more positive reaction toward the ad and the brand.
But what if the game isn't that exciting?
"There isn't a detrimental effect. The exciting ad is still exciting just the game doesn't transfer to that," said Bee.
So when you're watching the game this Sunday remember, if you love the ads, it doesn't matter who wins or loses, it just better be close.
"It might matter for Patriots or Giants fans," she said, "but for the rest of us, maybe not."
