WDET: Cathy Cuckovich on Super Bowl ads
Companies spend millions of dollars to buy commercial time during the Super Bowl every year. How do they know if it pays off? WDET’s Pat Batcheller asked Cathy Cuckovich, a teaching fellow at Wayne State University’s Mike Ilitch School of Business, for some insight into what works—and what doesn’t—when it comes to advertising during the NFL’s championship game. What metrics do companies use to know if their spots work? “There are several. USA Today’s Ad Meter is one of them where consumers rate their favorite ads. Companies now are also using social media metrics. As you know, most of the companies release their ads before the game, and this helps to drive online traffic and engagement.” What goes into a successful Super Bowl ad? “A successful Super Bowl ad is designed to make an emotional connection with consumers. We saw that this year with humor and social awareness messages, humor being the most frequently used emotional connection.”
