A handful of ads fumbled their chance to charm one of the biggest TV audiences of the year, marketing experts say.
This year's crop of Super Bowl ads didn't include any huge hits, or misses, and was generally light and upbeat, Rucker said.
"What I expected going into it was that it would be a relatively safe year: mostly positive upbeat tones, and that is largely what we saw," Rucker said."Brands played it safe." The Kellogg ratings, which range from A to F, are based on an academic framework that measures ads based on marketing qualities such as distinction and positioning, with a panel of business students applying the metrics to the ads. This year's crop of ads doesn't include any that received an"F" rating from the panel., tapping cultural references from the 1970s, '80s and '90s.
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