Super Bowl Ads: What Really Works? Introduction. 1. Introduction. Once a year, almost the entire American population comes together to watch the same program, the Super Bowl. But they also watch dozens of new ads. The ads they watch are produced by the best and brightest in the industry, with immense amounts of money. With a record average of $2.2 million per 30-second spot, 25 percent more than commercial spots in 1999, each commercial is very special or at least should be.( ) Research shows that Super Bowl commercials are recalled at a rate more than double the recall rate. commercials air during “normal” prime time. ( ) And with 58 commercials scheduled, it's important to be special, creative and original. After all, it would be a colossal waste of money if viewers turned sponsor time into opportunities for refrigerator runs and bathroom breaks. Superbowl ads cost $165 million to make and then display. ( ) ABC estimates that 130,745,000 people watched the game, making it the fifth largest audience for a television broadcast. The 1999 Super Bowl game, broadcast by Fox, was watched by 127.5 million people. ( ) Commercials aired during the Super Bowl can generate almost as much attention as the football itself. If the game fails to be comparative from the start, there may be a significant drop in viewership. Advertisers whose commercials air in the fourth quarter of a lopsided game may take as much of a beating as the losing team. But the opposite can also be true. If the game is close, no one will go anywhere and more people will see the ads. Objective of the study. The purpose of this study is to determine whether it is financially feasible for Super Bowl advertisers to pay for expensive prime time commercials. The Super Bowl telecast typically attracts the largest television audience of the year and has also become a showcase for advertising, allowing the network that broadcasts it to charge seemingly ever-increasing prices. For millions of people, half the fun of watching the Super Bowl is the commercials. But do people really pay attention to what's being advertised or do they just watch the ads to see if they're funny? The study will focus on audience retention and advertising effectiveness. This study will be a valuable tool for companies looking to advertise at future Super Bowl events..