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Super Bowl advertising What really works Introduction 1 Introduction Once a year almost the entire US population sits down to watch the same program the Super Bowl But they are also watching scores of brand new commercials The commercials they are watching are produced by the best and the brightest in the business using immense amounts of money At a record average of 22 million dollars per 30-second spot 25 percent more than 1999 commercial spots each commercial is very special or at least should be Research shows that Super bowl commercials are recalled at more than double the rate of commercials run during normal prime time programming And with 58 commercials scheduled its important to be special creative and original It would be a colossal waste of money after all if viewers turned sponsors shill time into opportunities for refrigerator runs and bathroom breaks The Superbowl ads cost 165 million dollars to make and then display ABC estimated 130745000 people watched the game making it the fifth-biggest audience for any TV telecast 1999s Super bowl game broadcast by Fox was watched by 1275 million Commercials aired during the Super Bowl can generate almost as much attention as the football itself If the game fails to be comparative early on there can be significant fall off in viewers Advertisers whose commercials air in the fourth quarter of a lopsided game can take as much of beating as the losing team The reverse also can be true however If the game is close no one will be going anywhere and more people will view the commercials Purpose for the study The purpose of this study is to determine whether or not it is financially feasible for Super Bowl advertisers to pay high cost commercials spots shown during the prime time The Super Bowl telecast typically attracts the biggest TV audience of
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