Professional football’s championship game is increasingly becoming the Super Bowl of Advertising, with the football game as a backdrop, according to a Super Bowl viewership study conducted by Cramer-Krasselt/Chicago. C-K conducted its fifth annual SuperPoll, a post-game analysis of 1,000 Super Bowl fans across the country, 24 hours after the big game. The results revealed the average total commercial recall for spots shown during the game was 66%, up from 59% last year, and nearly triple the national primetime average day-after recall of 23%. ‘Measured in terms of their effectiveness, commercials – not the players – were the stars of (the Super Bowl),’ said Paul Bently, C-K svp/director of client services. The best-recalled spots, according to the survey, were those for Anheuser-Busch, Goodyear, Lee Jeans, Master Lock, Pepsi-Cola and Reebok.
Copyright Adweek L.P. (1993)