Evaluating the Significance of Placement on Recall of Advertisements during the Super Bowl

Abstract This study investigates whether the specific placement of ads during a television program affects ad and brand recall. Subjects were surveyed the day after Super Bowl XXXIV and Super Bowl XXXVI to determine unaided recall of brands and ads shown during the game. The results indicate that those ads placed first in a group (pod) of ads and those placed at the beginning of the program were recalled significantly more than ads later in the pod and later in the program.

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