South Dakota professor analyzes humor in Super Bowl ads

A 30-second spot in the Super Bowl will cost up to $5 million this year. | File photo

Brandon Nutting, an assistant professor in the Department of Media & Journalism at the University of South Dakota, believes that there will be more humor in Super Bowl advertising this year.

With the costs of a single 30-second spot in the Super Bowl’s commercial schedule up to $5 million this year, brands have begun to tease their spots earlier and earlier. Humor influencing purchase intent does not have a lot of factual evidence, but it can help viewers remember the brand. Nutting says if these companies can put their name in the mind of consumers over the long term, their ad may have been worth it.

Nutting believes advertisers are also using social media extensively to discuss their brands because these have become a dominant player in the advertising and marketing mix.

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University of South Dakota Department of Media & Journalism 414 E Clark St Vermillion, SD 57069-2307

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