Consumer Generated Commercials Score Well Among Viewers

During this year’s Super Bowl, some brands – including Doritos, Chevrolet and the NFL – aired commercials created, filmed, and produced by members of the general public. When asked about entertainment value, more than twice as many respondents preferred the consumer-generated ads (21 percent) versus the professionally-produced ads (10 percent). A majority (63 percent) thought they were of equal entertainment value.

When asked which Super Bowl ads respondents would like to watch again, the consumer-generated ads also fared well. Doritos ranked second, with 31 percent of respondents indicating they would like to see the ad again, while 15 percent indicated they would like to view the Chevy ad again. Anheuser-Busch, which aired the most Super Bowl spots, apparently won over consumers with their Budweiser and Bud Light spots. Thirty-five percent indicated they would like to see the Budweiser ads again, ranking first among brands advertised, while Bud Light ranked third with 29 percent.