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Drug Free Action Alliance Announces Big Bowl Vote

posted Feb 15, 2013, 11:13 AM by Maria Geueke
The Results Are In...
Number of sixth through twelfth grade students across the nation participating in this year’s Big Bowl Vote: 20,000 (and counting). Number of participating states: 32. *Please note: Due to weather related issues in multiple states, the reporting deadline has been extended. We will post final results on our website. Top 10 FAVORITE Commercials Middle School Students 1. Doritos: Goat 4 Sale 2. Taco Bell: We are Young 3. Doritos: Fashionista Daddy 4. Budweiser: Clydesdale 5. Oreo: Crème vs. Cookie 6. M&M’s: Anything for Love 7. Pistachios: Crack ‘em Gangnam Style 8. Dodge: God Made a Farmer 9. Beauty & Brains Kiss 10. Tide: No Stain is Sacred High School Students 1. Doritos: Goat 4 Sale 2. Taco Bell: We are Young 3. Budweiser: Clydesdale 4. Oreo: Crème vs. Cookie 5. Dodge: God Made a Farmer 6. Beauty & Brains Kiss 7. Doritos: Fashionista Daddy 8. Kia: Space Babies
9. Pistachios: Crack ‘em Gangnam Style 10. Tide: No Stain is Sacred Top 10 Most RECALLED Commercials Middle School Students 1. Doritos 2. Budweiser 3. Oreo 4. Coca-Cola 5. Taco Bell 6. M&M’s 7. 8. Pepsi 9. Pistachios 10. Calvin Klein High School Students 1. Doritos 2. Budweiser 3. Oreo 4. Taco Bell 5.Coca-Cola 6. 7. Dodge 8. Pepsi 9. M&M’s 10. Audi 

According to Nielsen, 108.4 million viewers tuned in for this year’s Super Bowl, making it the third most-watched broadcast in TV history. We also learned from Nielsen that more than half of the viewing audience was likely tuned in more for the high priced commercials (which cost between $3.8 to $4 million per 30 second spot) than the game itself. How many of those viewers were underage youth? Plenty! According to preliminary results of the Big Bowl Vote, 72% of participating sixth through eighth graders and 73% of ninth through twelfth graders watched the Super Bowl. And what did they like best? The goat with an insatiable hunger for Doritos.
It took top spot among both middle and high school students. Taco Bell’s old folks hitting the town was the second favorite among both age groups. But the Budweiser ad was not far behind. The story of the Clydesdale growing up, but never forgetting the “brother” who raised him, stole hearts of all ages. This alcohol ad placed third favorite among the high school crowd and fourth favorite among the middle school group. 
And when students were asked what brand products they remember being advertised during the Super Bowl, Anheuser-Busch was the second highest recalled ad for all students. What does this mean? 
Research reveals that young people are drawn to advertising that features animal and people characters, tells a story and makes them laugh. 
If the target demographic for Doritos and Taco Bell is middle and high school aged youth, the advertiser was right on the mark. But what about the Budweiser Clydesdale ad; cute animal, warm-hearted story, feel-good ending? What’s not to like? Intended audience or not, this one caught the attention of the young viewers. Does this mean more kids will now start drinking alcohol because they liked the ad? Maybe. According to a study where researchers investigated alcohol advertising to learn what makes it attractive to youth, the alcohol ads that young people found to be appealing were more likely to elicit responses from them saying they wanted to purchase the brand and products advertised.We also know that the more youth are exposed to alcohol advertising, the more likely they are to drink (drink to excess and drink more often).