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January 8, 2015
What's In Store for Super Bowl XLIX?
 
That's Super Bowl 49, if, like us, you needed to take some time to remember your Roman numerals.

The Super Bowl is less than a month away, and teasers and ad spots are starting to be released by the brands that chose to shell out the cash to advertise during the game. One of the biggest spectacles of the year, the Super Bowl has been bringing some decent games, but the commercials have been lacking. The past two years have brought in dismal reports about the ads that came with the game.

There are multiple variables at work. First, as we have covered before, there is a positive correlation between an exciting game and ad recall. The better the game, the better people remember the ads. Second, many marketers are experiencing risk aversion. Instead of being new and daring, many are sticking to the usual playbook. The latter reason is understandable; with a huge audience, giving out a specific message could alienate a lot of people. But all in all, it seems people are more entertained than informed.

Will anything change?

We're not sure. There's a new website that is following all the new ads and teasers, and it looks like brands are hoping for a better game rather than changing up their playbooks. The site has the teaser from Skittles and news about Pierce Brosnan teaming up with Kia, and they are steadily adding more. 

We'll see new faces in the game, so hopefully we'll see something new.

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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