Study: Ad Plays Yield Post-Game Results

February 2, 2008

By John Consoli

NEW YORK A new study by Millward Brown shows that an advertiser that runs a commercial in a Super Bowl telecast sees a growth in ad sales of between 10-15 percent during the week following the game.

And those sales increases happen whether or not the commercial is highly rated on various creativity lists that rate the in-game commercials following the telecast. That percentage of sales increase is compared to a 5-10 percent hike for a normal TV ad campaign that would run over several weeks with multiple spots, the study pointed out.

The study also found that promoting a brand in one Super Bowl commercial has a halo effect on an advertisers' other brands.

The study was commissioned by the NFL and its broadcast TV rightsholders, Fox, CBS and NBC.