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Super Bowl Ads Get Racier, But Does Sex Really Sell?
USA Today | January 20, 2012
Audiences may not like you as much but for certain types of advertisers it can spike awareness and fuel revenues.
According to the research gurus at University of Wisconsin-Eau Claire, who have been analyzing Super Bowl ads for more than two decades. They've found that spots with sexual imagery take a 10% hit in "likability" vs. ads without racy images.
Why Danica Patrick appears in Super Bowl spots:
"The ads put me and my team in front of 100 million people. That's a lot of eyes," says Patrick, who has appeared in more Super Bowl ads (12, including the two this year) than anyone. "It's not everyone's cup of tea, but the networks are the filter."
Why GoDaddy continues to buy Super Bowl spots:
When GoDaddy aired its first Super Bowl spot in 2005, it was a $100 million company few people knew with a 16% market share. Fast-forward to 2012, and GoDaddy is a $1.1 billion company with a 52% market share.
Ten insights into sports viewers:
- Television reaches 87% of of sports viewers daily, higher that radio (80%) and internet (76%)
- 71% of them agree that advertising is an important source of information
- Two-thirds (64%) say that television is their primary source of entertainment
- 68% agree that family life is most important to them; Spots with kids and pets resonate with this audience
- Sports viewers skew 61% male, 39% female; 17% of this group are males ages 35-49
- 50% of them have children under 17 in the house
- 54% of them have post-secondary education or trade certifications
- Their favourite types of TV programs are movies, hockey, news, crime dramas, documentaries, and sit coms
- New technology they want to buy in the next two years includes a Blu-ray player, tablet computer, PVR, and subscribe to HDTV or satellite service
- Other items they're in the market for are tires, furniture, bed/mattress, a new TV, and a personal computer
Source: BBM RTS Fall '11
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