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Is the Super Bowl the apex of advertising or an anachronism?

Responses Number of Responses   Percentage anachronism 72 32% apex 59 26% neither 51 22% both 42 18% don't know 4 2% 228

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If you had $2.2 million for a 30-second ad on the Super Bowl, what would be the primary rationale for making the buy?

Responses Number of Responses   Percentage buzz 82 35% wouldn't buy 38 16% awareness 31 13% image 29 13% ego 14 6% audience attentivenes 13 6% sales 10 4% pre-emption 4 2% other 11 5% 232

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Do you watch the Super Bowl primarily for the ads or for the football?

Responses Number of Responses   Percentage football 110 47% ads 100 44% don't watch 19 9% 232

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Of the following list of Super Bowl XXXVII advertisers, which do you admire as marketers? (choose as many as you like)

Responses Number of Responses   Percentage Anheuser-Busch 141 16% Pepsi 100 11% FedEx 92 10% Visa 90 10% Gatorade 81 9% Monster 52 6% Levi's 46 5% Sony Electronics 43 5% Cadillac 34 4% Hanes 26 3% AT&T Wireless 22 2% Chrysler 20 2% Reebok 19 2% White House Drugs 18 2% Philip Morris 16 2% Sony Pictures 16 2% Quizno's 16 2% Warner Bros. 15 2% Touchstone 15 2% Yahoo's HotJobs 12 1% 20th Century Fox 12 1% Pfizer's Trident 5 .05% Salton 4 .05% MyFico.com 1 .001% 916

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Of those not on the list, which do you most admire and why?

Verbatim Responses

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Do you work at:

Responses Number of Responses   Percentage advertiser/marketer/brand 71 31% ad agency 30 13% promotion agency 12 5% direct agency 4 2% PR firm 9 4% consulting firm 27 11% marketing services company 33 14% media firm 13 6% retailer 10 4% other 22 10% 231

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Number of years in marketing?

Responses Number of Responses   Percentage fewer than five 47 20% 5-10 53 23% 10-15 53 23% more than 15 80 35% Total 226