For the second year in a row, the Super Bowl ads scored lower than the previous year in our annual Super Bowl ad testing that we hosted on our Mediacurves.com website. Understanding why seemed to be intuitive when comparing the 2009 and 2008 ads. The funny entertaining advertisements weren
However, again in 2010, we saw yet another dip in the ads scores, which may be consistent with the very slow economic recovery. This year, the top five ads scored statistically lower than the top five ads from the previous two years.
The steady decline in ad scores suggests that viewers’ attitudes may have become somewhat jaded as a result of the sluggish economy. In addition, it is quite possible that creative treatments and production values may have been comprised due to budget constraints. The creativity of the ads was not perceived as being as innovative as the previous two years.
The Super Bowl ads seemed like old jokes that were told over and over again until they just weren