So how effective are Super Bowl ads?  University of Minnesota Carlson School of Management Assistant Professor Linli Xu looked at how ads impacted word-of-mouth marketing for the brands. This type of marketing happens when consumers talk about a product or service with others:

“In general, we found with be a Super Bowl advertiser it increased on total word of mouth by about 16-percent during the month of the Super Bowl.”

Overall, Super Bowl ads bring a big boost in word-of-mouth impressions, but it’s short-lived. If a company is looking to generate a buzz, the Super Bowl might be a good place to do it.