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Less than half of the advertisers for Super Bowl XLIX should expect consumer brand engagement from their $4.5 million spots, according to Brand Keys 13 Annual Super Bowl Ad Engagement Survey. Out of 26 brands known to be advertising during the Big Game, just 12, or 46 percent, are expected to garner brand engagement, lower than the average of 50 percent.
"You can do the most creative work and have a billion shares, but that doesn't mean someone is going to start buying these brands' products," said Robert Passikoff, founder and president of Brand Keys.