Dr. Stephen Needel

Super Bowl Ads Played Out By Game Time

February 3, 2012

FROM RETAILWIRE:
The commercials used to be a big deal at the Super Bowl. In recent years, however, some of the magic seems to have gone out of the Super Bowl commercial game. What is your take on marketing Super Bowl commercials before the game?      [more...]

This should be an empirical question -- research should be able to show the difference in sales impact for a commercial running pre-game versus during the game. You have to hold GRPs constant, but that shouldn't be hard for someone like SymphonyIRI with their split-cable Behaviorscan panels.

Personally, I would expect to find that you dilute the impact of the ad by introducing it early.