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With Super Bowl 58 commercials clocking in at $7 million for 30 seconds, advertisers are all trying to make a sure bet with their creative.
According to a survey of Super Bowl watchers by United Talent Agency’s UTA IQ, Big Game commercials that reference—or, lately, revive—specific entertainment IP or characters are considered both unique (71%) and more likely to improve purchase consideration (72%). Among recent hits were Jeep’s Groundhog Day revival with Bill Murray and PopCorners reuniting the Breaking Bad duo.
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