Twenty Years of Super Bowl Ad Likeability (1989-2008) : a Predictive Model.

Abstract

Ads appearing during the Super Bowl contain an element and level of likability unparalleled to ordinary primetime and daily spots. With the cost of a 30 second advertisement averaging $2.7 million in 2008, there has been an increasing interest in this mega event. A 2001 study by Tomkovick, Yelkur and Christians predicted Super Bowl ad likability using merely the presence of absence of five factors. This study helps predict ad likability more thoroughly over an expanded period of time (1989-2008).