Why the Super Bowl Is the One Time of Year People Actually Want to Watch Ads

Consumers see them as a form of entertainment

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Though marketers probably don’t want to think about it, Americans really don’t like advertising very much. A 2012 survey by Mancx found that advertising is a big complaint about the internet (54 percent of those surveyed think there are too many ads), and a Gallup survey found that 37 percent of people have a negative view of the advertising industry overall. A Harris poll conducted last summer found that millennials—that darling group that every advertiser is courting—are especially ad-averse: seventy-four percent object to being singled out by brands in their social media feeds, and a whopping 56 percent have quit a social media site just to get away from the ads.

So it’s worth pointing out a finding by a just-released study from the Burson-Marsteller Fan Experience (BMFE): fifty-three percent of Americans say they’d be disappointed if the Super Bowl went commercial free—and that number is actually up 5 percent from last...



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