NEW YORK — Sony Pictures/Revolution Studios’ “Anger Management” won top honors among Super Bowl movie commercials last week by boosting viewers’ “intent to purchase” by an impressive 200%, according to ad monitoring group Intermedia Advertising Group (IAG).
Awareness of the Jack Nicholson-Adam Sandler pic was raised 145% based on viewer responses to questions before and after the game.
“Anger” beat out nine other films promoted during the game, including “Bruce Almighty” and “The Matrix Reloaded.”
IAG, which monitors the effectiveness of ads on network television on a daily basis, said that on average a TV promo will increase awareness of the film 39% and intent to purchase/attend goes up 33%.
“This year’s Super Bowl was a strong platform for marketing movies,” said Kenneth Orkin, co-CEO of IAG. “‘Anger Management’ was successful because of the movie’s obvious appeal, big stars and relatively low awareness prior to the Super Bowl.”
IAG surveyed some 6,000 viewers with a series of questions about Super Bowl advertisers and their products in the five days before the game and then 24 hours immediately following it.