This Sunday, Super Bowl commercials are expected to capture the attention of millions, with a 30-second spot costing approximately $8 million, making them a significant investment for advertisers. These ads are often characterized by humor, celebrity appearances, and the inclusion of children or animals to maximize their appeal.
Rama Yelkur, Dean of the Merrilee Alexander Kick College of Business and Entrepreneurship at Texas Woman’s University (TWU) in Denton, has devoted nearly 25 years to studying the effectiveness of these commercials. Her research focuses on how these ads resonate with audiences and enhance brand visibility, working with notable companies such as Kimberly Clark, Disney, Hormel Foods, and even the NFL.
This year, Yelkur, accompanied by several business students, will be observing the Super Bowl ads to identify new trends in advertising success. While humor remains a staple in increasing ad likability, Yelkur notes the rise of ‘positive emotional appeal’ as a potent predictor of ad success, highlighted during the COVID-19 pandemic.
Additionally, Yelkur points out the growing influence of sex appeal in TV commercials and the continued, significant impact of celebrity endorsements, which appeared in 75 percent of last year’s Super Bowl commercials. Another element of interest for Yelkur’s team is the presence of new advertisers, with at least ten fresh entrants anticipated to participate in this year’s so-called ‘Ad Bowl.’
The research insights gathered by Yelkur and her team at TWU contribute to a broader understanding of advertising trends and provide valuable guidance to brands aiming to make a memorable impact in one of the most watched events of the year.