The debate over ad "quality" is often based on subjective opinions of brand fit. A more effective definition of quality is its ability to achieve the primary business objective: selling the product. Unconventional creative that drives sales, like Olay's "cat with lasers" ad, is by definition high-quality.

Data reveals that Super Bowl ads scoring highest with women also tend to be the top performers overall, including with men. Conversely, ads most popular with men are less predictive of total success. This highlights a significant missed opportunity, as women drive 85% of household purchasing decisions.

Wix's CMO views expensive brand activities like Super Bowl ads through a dual lens. While building the brand is key, the investment must also generate a measurable spike in relevant user traffic to be considered successful. All marketing, regardless of type, must be treated as an investment.

To add a performance layer to TV advertising, Float measured immediate impact by analyzing website analytics within the 15-minute window directly following a TV spot's airing. This provided near real-time data on whether a commercial drove immediate action, boosting confidence in the channel.

The most common mistake in Super Bowl advertising isn't a poor creative concept, but a failure to connect that concept to a tangible business outcome. An entertaining ad fails if it doesn't reinforce the brand promise or drive purchase intent, often due to insufficient brand visibility within the spot itself.

Success is not a single metric. Kellogg uses a tiered model to evaluate its Super Bowl investment: 1) pre-game social media engagement, 2) post-game shifts in consumer sentiment towards the brand and category, and 3) the ultimate goal of increased cereal sales.

The massive cost of a Super Bowl ad is only justified if it generates significant pre-game buzz and goes viral on platforms like YouTube. The ad spot itself is merely "permission to be evaluated." The real return comes from the earned media and social chatter leading up to the event.

Despite the high price, GaryVee argues no other platform, including Meta or TikTok, can guarantee 100 million viewers for a 30-second spot at that cost. The media buy itself is an unparalleled deal for attention. However, the ultimate success or failure of the investment hinges entirely on the quality and impact of the ad's creative.

For products valuable only when others use them (like credit cards or social apps), Super Bowl ads are uniquely effective. The value isn't just reaching many eyeballs, but ensuring those eyeballs know *other* eyeballs are also watching, solving the chicken-and-egg adoption problem.