Why We’re Obsessed with Super Bowl Commercials—And Why Higher Ed Should Pay Attention

Every year, millions of people tune in to the Super Bowl, and while the game itself is the main event, there’s an undeniable cultural phenomenon that plays out between the snaps: the commercials. Even people who don’t care about football stick around for the ads, dissecting them on social media, ranking their favorites, and sometimes even remembering them years later.

But why? What is it about commercials that captivates us?

The answer lies in the way our brains process storytelling, emotion, and brand recall. And while Super Bowl ads get all the hype, this effect isn’t unique to one night of the year—it’s the magic of commercials in general. And higher education marketers should take note.

The Cinematic Power of Commercials

Commercials create a sense of spectacle. They take us on an emotional journey in just 30 seconds, using music, visuals, and storytelling techniques that make us feel something—whether it’s laughter, nostalgia, inspiration, or even a little FOMO. It’s this ability to immerse us in a moment, to transport us, that makes commercials feel bigger than just an ad.

They don’t just sell a product or a service. They create a connection.

And that’s why we remember them.

How Our Brains React to Commercials

Psychologists have found that stories are far more memorable than facts alone. The best commercials follow a narrative arc—setting up a scene, creating a sense of conflict or intrigue, and delivering an emotional resolution. When an ad engages us like this, our brains release dopamine, making the experience more pleasurable and cementing it in our memory.

Studies show that people recall commercials at a significantly higher rate than other forms of advertising. This is because they engage multiple senses at once—sight, sound, and often emotion—triggering a deeper cognitive response.

What This Means for Higher Ed Marketing

The same principles that make Super Bowl commercials unforgettable can be applied to higher education marketing. Universities aren’t just selling a degree; they’re selling a future, a sense of belonging, a transformational experience.

Yet, for years, higher ed has relied on static digital ads, email campaigns, and direct mail—often overlooking the immersive, emotional power of video advertising. And when universities do use commercials, they’ve often struggled to measure their true impact.

But that’s changing.

Performance TV: The Game-Changer

For the first time, universities can combine the storytelling power of commercials with real-time, measurable results. Performance TV (or streaming TV ads) allows schools to deliver cinematic, high-impact messages to precisely targeted audiences—prospective students, parents, influencers—on the same platforms where they’re already watching content.

And unlike traditional TV, Performance TV provides detailed analytics, showing not just who watched an ad but what actions they took afterward. Did they visit the website? Start an application? Attend a virtual event?

This is the missing link. For decades, commercials have been shaping brand perception and driving action, but now we can finally measure their effectiveness.

How AmbioEdu Helps Universities Harness This Power

At AmbioEdu , we believe that higher ed marketing deserves the same level of strategy and precision as the world’s top brands. We help universities surround prospective students with targeted, cinematic advertising through Performance TV, ensuring your message reaches the right audience—and sticks.

• We make CTV/OTT advertising accessible for schools of all sizes—no massive TV budgets required.
• We optimize campaigns for real enrollment outcomes, not just impressions.
• We track measurable results, connecting ad exposure to website visits, inquiries, applications, and enrollments.
• We provide one streamlined solution—simplifying access to multiple advertising networks in one place.

For too long, universities have relied on digital ads to chase students across the internet. It’s time to take a smarter approach—one that blends the magic of storytelling with modern, data-driven measurement.

Commercials have always been powerful. Now, they’re measurable.

If your institution isn’t leveraging Performance TV yet, it’s time to rethink your marketing strategy. Let’s bring the cinematic impact of commercials to higher education—and make every ad count.

?? Let’s talk about how AmbioEdu can help supercharge your enrollment marketing.