Another study looked at how people thought about Superbowl ads. It was no surprise that people overwhelmingly thought of them as primarily entertainment. About one in five thought the ads contributed to brand awareness. Other than that, people didn't like the ads as advertising. 16.6% saw them as a waste of money that could better be used to keep product prices low; just under 10% thought they made the game too long; and about 7% saw them as unnecessary interruptions. Only about 10% thought that the ads might encourage them to seek more information about products, or influence they buying habits.
Source: Mobile Apps Score Among Super Bowl Viewers, eMarketer