How Good and Bad Super Bowl Ads Affect Consumers’ Purchasing Decisions

Exclusive study reveals branding impact

It turns out bad Super Bowl ads have more of an impact than good ones.
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Finding out which Super Bowl LI advertiser becomes the brand to remember will be a big part of the fun surrounding the Big Game on Sunday.

But do the spendy spots—$5 million for a 30-second ad—leave a lasting impression on consumers and ultimately convince them to buy products? Adweek commissioned Survata to survey 502 consumers ages 18 to 54 who plan to watch the game about how the commercials affect their attitudes toward the brands behind them and whether or not they take action because of them.

For instance, a little under 50 percent of respondents said a good Super Bowl ad made them more likely to buy from a brand. Meanwhile, bad Super Bowl ads seem to have more of an impact than good ones on people’s intentions to buy. And with all the talk about commercial-free programming and ad blockers today, it’s intriguing to see that just 7 percent said they’d rather watch the game without any commercials at all.

Here are the full results: