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

Consumers see them as a form of entertainment

Americans tend to regard Super Bowl spots as entertainment more than advertising. Getty Images

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.

@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.