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Their study, which was released in 2000, focused on how people watch commercials during the big game. It reported that people pay more attention to Super Bowl ads than regular television ads. However, the study also showed that the average commercial is only remembered by 10% of people, which translates into just 14% remembering Super Bowl ads...
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Obviously, the higher attentiveness is worth a premium price, but the price for a Super Bowl ad is 200% above the average. "For some advertisers this makes sense. Master Lock put their entire media budget into the Super Bowl for years and had great success. The problem develops when there are several ads vying for attention in one category, like the ?dot-commers' did in the 2000 Super Bowl" (Geddes 3)...
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