Sorry, but Celebrities Don't Make Your Ad More Shareable

Also: How Microsoft could have won the Super Bowl

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What do Bob Dylan, Ellen DeGeneres, Stephen Colbert, the Muppets, U2 and the cast of the '90s sitcom Full House have in common?

They all starred in Super Bowl commercials this year, and none of them came anywhere close to the top of the list when it came to sharing of the ads online.

The tepid performance by celebrities in driving online ad sharing is one of the top-line findings of a new study from Unruly Media released Thursday titled "The Science of Sharing 2014," largely focused on the performance of this year's Super Bowl spots.

Among the key findings: that celebrities alone do not drive online ad sharing (this has been true for a while); that the most-shared ads were ones that evoked intense psychological responses; that Microsoft, instead of Budweiser, could have won the Super Bowl this year; and that the game's spots, overall, were something of a disappointment...



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