The growing creative challenge for advertising engagement: An analysis of Super Bowl Ad Meter likeability scores from 2013 to 2024

Park Beede, Zayed University

Document Type

Article

Source of Publication

Journal of Marketing Communications

Publication Date

1-1-2024

Abstract

In the world of advertising, creativity is king. For at least fifty years, the Super Bowl has reigned as the industry’s annual showcase of creative commercials. This study explores consumer perceptions of television advertising creativity as reflected in the popular Super Bowl Ad Meter likeability scores. Specifically, are there any trends or patterns evident in likeability scores that shed light on emerging audience attitudes toward creativity? Analysis of likeability scores from 2013–2024 indicates that average ratings remain relatively constant. However, an intriguing trend appears with consistently decreasing variance among likeability scores year-on-year. This indicates growing homogeneity in advertising as the distinction between standout creativity and conformity grows more challenging to distinguish. Thus, a critical question for brands is: How can advertisers cut through and engage audiences? Recent Super Bowl favorites indicate potential formulas for success–humor, heartwarming narratives, and celebrity identities. As the advertising landscape evolves, future research should explore emerging opportunities to engage audiences and distinguish brands from a sea of sameness.

ISSN

1352-7266

Publisher

Informa UK Limited

Disciplines

Business

Keywords

advertising creativity, advertising likeability, consumer perceptions, creative strategy, Super Bowl commercials

Scopus ID

85206896098

Indexed in Scopus

yes

Open Access

no

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