Should creatives root for a blowout?

AdFreak’s readers may tune into the Super Bowl just to watch the commercials. And an item posted here yesterday finds young adults especially keen on the spots. Nonetheless, the latest edition of the annual Eisner Communications Super Bowl Ad Survey detects a decline in the number of people who regard the commercials as the star of the show. Just 7 percent of respondents said they’ll be watching the telecast simply to see the spots—down 2 percentage points from last year and “the lowest number who report they are tuning in just to watch the ads in years.”