Ace Metrix CEO Peter Daboll is the author of “Ad-itude: Using Data to Inspire Extraordinary Ad Creative,” as well as one of the foremost experts on Super Bowl advertising.
In this chapter from his book, he discusses the trends observed through Ace Metrix analysis of every Super Bowl ad since 2010. Among the themes to emerge are changes in ad length, shifts from the use of humor to more inspirational messaging, and less focus on celebrities in ads.
