The day after the Super Bowl, people are still talking about everything related to the big game -- especially the commercials.
Researchers based in Minneapolis used a mobile app to track the opinions of almost 400 consumers ages 17 to 67 throughout the game.
The study found that just because a person liked a commercial, it did not mean that person was any more likely to buy the product being advertised.
Budweiser’s Clydesdale commercial significantly outperformed everything else, thanks in part to the strong emotional connection driven by a strong musical track, researchers said. Despite that power, the respondents reported little to no intent to purchase Budweiser beer while watching the spot.
Kia’s “Babylandia” ad also showed strong reaction from consumers who connected with the strong imagery and the humor.
Late in the game, the commercials were less successful.
Subway’s “Februhuh” did not perform well. The commercial drew high levels of “blah” and “dislike” among the sample of consumers.