An interesting fact from the Nielsen survey is that 51% like the ads more than the game, but how about the effectiveness issue....
"Super Bowl advertisers looking to maximize audience response to their ads are advised to show them early in the game, preferably the first quarter. In terms of general recall, 69% of viewers remember ads aired during the first quarter. This percentage drops to 67% in the second quarter, 65% in the third quarter, and 58% in the fourth quarter.Brand linkage shows a similar deterioration as the game progresses. Eighty-six percent link ads they see in the first quarter with the corresponding brands. This percentage drops to 79% in the second quarter, 77% in the third quarter, and 75% in the fourth quarter.
Although a slight majority of viewers watch the Super Bowl more for the ads than the game, likeability ratings of ads shown throughout the telecast are surprisingly low. Ads shown in the first quarter have a 40% likeability rating, which drops to 34% in the second quarter, 31% in the third quarter and 25% in the fourth quarter."