As current host of the nation’s biggest single advertising platform (the Super Bowl), NBC Sports Group has, according to today’s Advertising Age, done some extra research:
NBC analyzed the ads in the last four Super Bowls (2014-2017) based on 575 variables like creative messaging and structural elements. It then looked at the effectiveness of each ad based on five performance metrics: creative appeal, ad cut through, creative engagement, brand social and brand search. NBC will use these results to help guide advertisers on their Super Bowl creative.
Turns out that this research shows that:
If you want your Super Bowl ad to be a success, less is sometimes more. Don’t, for example, include both a puppy and a cute kid. For automakers, featuring children works best, while animals perform especially well for food and beverage brands.
So, let’s ompare and contrast, shall we, dear DbC reader?:
Item 1 — “For automakers, featuring children [in TV ads] works best.”
This ranking, which is produced and published (but never actively emphasized) only very occasionally by the (Satanically mis-named) National Highway Traffic Safety Commission, has certainly not changed since 2002. As the NHTSA explains, the long-standing fact is this:
Motor vehicle traffic crashes are the leading cause of death in every age from 3 through 33 for both sexes combined. [emphasis added]
So: In America, associating children with the machine that is the clear #1 death threat to children is the #1 way to sell said machines.