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Dozens of brands spent close to $4 million each to run 30-second spots in the Super Bowl. But did they get their money’s worth?
Budweiser, Doritos and Audi had the biggest improvements in consumer perception after the game, according to YouGov’s BrandIndex, a brand research service. But out of 25 Super Bowl advertisers measured, only nine had a statistically significant increase (8 points or above).
The results could reflect the fact that as much as people engage with Super Bowl ads, they’re also seeing more of them.
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