SHORT SUPER BOWL AD TEASERS MISS THE EMOTIONAL MARK, SYSTEM1 ANALYSIS FINDS

Summary from the TLDR Marketing newsletter

Short Super Bowl ad teasers create weaker emotional impact than longer ads and reduce campaign effectiveness. Analysis across six years shows teaser spots score about 0.5 Stars lower than full length ads because viewers have less time to connect and build memory. The research finds that 20 to 40 second ads perform best, and brands should start Super Bowl campaigns in January and continue running ads after the game to extend impact. A 30 second Super Bowl ad now costs about $8 million, so it is important for a brand to run longer pre game ads and keep top performers in rotation, as seen in a 5.9 Star rated Lay's ad that still airs a year later.