February 8, 2012 | by Andrew Kameka
The Samsung Galaxy Note was the longest commercial aired during Super Bowl XLVI, but it wasn’t the most memorable. And I’m not speaking from my personal opinion – Nielsen has delivered some numbers to back up readers who have said that they didn’t like Samsung’s rocktastic, 90-second advert.
Nielsen has released data on the most-remembered and most-liked 2012 Super Bowl Ads. Samsung, who may have spent as much as $11 million to promote the phone launching on AT&T soon, didn’t crack either list. Instead, the most remembered ads were for the usual suspects of popular Super Bowl ads. That would be snacks, new cars, and beer.
Looking at the Nielsen charts, it’s easy to see what people want to see in their Super Bowl ads: children, animals, and sexual innuendo (not in combination, obviously). Just take a look at themes behind the commercials people remembered most and liked the most. Notice any common elements?
Children: The most memorable and most liked commercial was of a Grandma launching her grandson to snatch a bag of Doritos from his snotty older brother. Meanwhile, the fourth-most liked ad was of the beloved E*TRADE baby doling out financial advice.
Dogs: The #3 most memorable and #2 most liked commercial was one of a dog bribing his owner with Doritos. Dogs were also featured prominently in Skechers (#4 most remembered) and Budweiser (#6 most remembered and liked).
Sex: GoDaddy’s entire budget consists of making commercials with attractive women, so its no surprise that having Danica Patrick and Jillian Michaels put body paint on a beautiful woman was the #9 most remembered. However, it was not the most liked, so that might not be an advisable path to take. The “naked” M&M’s dancing to an LMFAO song was the #2 most remembered and #3 most liked ad.
So what does this tell us about Super Bowl ads? Well, people prefer humor in their ads, which Samsung was obviously going for in its ad. But the company failed to make an impression despite being one of the longer ads. Viewers much preferred the 30 to 60 second ads that built up to a punch line and had a point about why you should get that product. Any Android manufacturer thinking of advertising at Super Bowl XLVII will take this into consideration.