We all know Super Bowl ads are really, wildly expensive. Now, thanks to a study by Communicus published in Ad Age, we also know that they are an investment that can be described as futile. Because creative focuses less on the brands, people who watch Super Bowl ads only recall the brand 35% of the time. This is particularly low considering brand recall is 50% during non-Super Bowl viewing. Of course, this will not prevent the ad space from selling out.