https://phys.org/news/2019-02-successful-super-bowl-ad-dont.html

Super Bowl TV ads can reach up to 100+ mil. global viewers. Millions more comment on the ads on social media. TV ads that make viewers think are generally less likable. Especially, when consumers are encouraged to share comments on websites and social media. UC Davis marketing professor Prasad Naik wanted to find out why.

"There is a tendency in the industry at this point that we should direct the television audience to their website to do something more. The moment you direct them they get away from this narrative mode," Naik explains.