A Peek Behind the Curtain – Preventing a Fumble: The Research POV on Super Bowl Advertising

On February 8, the ARF Creative Council held a conversation and evaluation of the advertising industry’s biggest night of the year, the Super Bowl, from an analytical lens. Executives from four major research companies discussed what makes Super Bowl ads stand out and shared related advice on getting the most out of them. Attendees learned about what factors play a role in the success or impact of a Super Bowl ad. A selection of this year’s pre-released ads were also examined.