Once or twice a week, I get an email from AdAge that poses some sort of question and asks me to vote on the answer. I can also give comments, which evidently may be printed somewhere - although without receiving the print version of the mag, I'm not sure how I would ever know.
Anywho...the latest poll I received today read like this:
"BACKGROUND: Marketers spend millions of dollars to run spots in the Super Bowl, but is it worth it? Consumers have come to enjoy the ads with many tuning in for the commercials rather than the game - but research shows that even with the ads they liked, they might get confused about which company did what.
THIS WEEK'S POLL QUESTION: Do you think viewers remember which brands are advertised in which Super Bowl spots?"
It is this question from an authoritative advertising publication that provides a glimpse into the real problem with Super Bowl ads - REMEMBERING IS ONLY HALF THE BATTLE. The goal is not for folks to remember that your brand was advertised - it is for them to remember AND be persuaded to actually do something (like, say, I dunno, MAKE A PURCHASE!).
Recall without persuasion would be like the New England Patriots going undefeated the entire season and then losing in the Super Bowl. It's still a nice accomplishment, but it isn't the end goal.