Past Super Bowl ad

Despite all the hype surrounding those entertaining Super Bowl commercials, the uber-expensive ad spots don’t actually translate into sales, according to a recent study.

A study by research firm Communicus, highlighted by AdAge, found that a staggering 80 percent of Super Bowl ads fail to increase sales of a company’s product. And, at $4 million a pop, it doesn’t seem to be a very good investment.

Another interesting note from the study was that Super Bowl ads are remembered at a higher rate than regular ones, at 44 percent to 32 percent. However, just 35 percent of that 44 actually remember the brand it was associated with — most just remembered the concept. Non-Super Bowl ads, meanwhile, have a brand recall of about 50 percent.

Communicus CEO Jeri Smith said the fundamental problem with Super Bowl ads is that companies concentrate too much a creative idea, than actually promoting a specific brand.

“The advertisers really dial up the entertainment quotient to pop to the top of the USA Today rankings and such,” she said. “But, we find the brand association with Super Bowl commercials is much lower than you’d get with a typical buy, just because of the way the creative is structured.”