It’s become an annual tradition for University of Iowa marketing students to evaluate the ads during the Super Bowl. Grad student Jim Bovinet said nearly every commercial had one thing in common this year: humor. He says every ad seemed to be trying to get people to laugh, to get people into a good mood. Most felt the Budweiser ads were the most memorable
"They take normal situations and add a humorous twist. I think people are really enjoying that," Bovinet says. Students rate the ads in four categories: return on investment, humor, creativity, and impact. The ad for salesgenie.com scored low in nearly every category, as Bovinet says it was confusing. "I couldn’t figure out what the point was. You wondered who the audience for that ad was. It just didn’t seem like that would be people who are watching the Super Bowl," Bovinet said.
Each 30-second spot costs more than two-point-five-million dollars. But students like Michelle Schmitt says the ads have a limited effect. Schmitt says, "I think they may be more inclined if they’re at a store to look at the product. But I don’t think it’s going to cause anyone to run out and purchase something." Advertisers simply want you to remember their name. That’s why companies are willing to pay millions for just a few moments of your time.
The Budweiser ads scored the highest this year. Blockbuster’s "pet store" ad also did well along with the sprint "connectile dysfunction" commercial. On the other hand, the Revlon Sheryl Crow ad fell near the bottom.