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

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.

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@griner david.griner@adweek.com David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."