Analysis shows frequency influences advertising recall in the Super Bowl, suggesting stronger recall for non-dot-com ads.
This study investigates the effects of length, frequency, and type of product (product vs service and dot-com vs. non-dot-com) on advertising recall. Subjects were surveyed the day after Super Bowl XXXIV and Super Bowl XXXVI to determine recall of brand and ad messages shown during the game. The results indicate that length and frequency positively and significantly influence brand as well as message recall. The results also show that non-dot-com and product ads significantly outperformed dot-com and service ads in recall of brand and ad messages.
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Wu et al. (2003) studied this question.
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