The Big Game

The Formula for an Effective Super Bowl Ad? New Research Finds 2 Key Factors

A unique spin on a consistent approach is the wining combination

A new study finds Super Bowl advertisers thrive when, like Bud Light, they build on existing campaigns in unique ways.Bud Light
By David Griner

February 7, 2021

With a perennial price tag in the millions, Super Bowl ads have long generated huge debate about when—or even if—they’re worth the investment.

David Griner

David Griner is Adweek's international editor and host of the Adweek podcast, "Yeah, That's Probably an Ad."

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