Exclusive: Platinum Rye Super Poll unpacks what fans really want from Super Bowl ads [Video]

Every February, brands wager millions on what might be the most expensive move in advertising: a Super Bowl commercial.

With over 120 million viewers, according to Nielsen, and advertisers shelling out up to $7 million for a half-minute spot, the stakes are as high as the price tags.

Platinum Rye Entertainment, procurers of talent and IP for brands and agencies, set out to find what makes an ad score a touchdown with viewers in its third-annual Super Poll.

“The Super Bowl isn’t just a game anymore,” said Megan McMahon, head of Platinum Rye, a division of TMA, an Omnicom agency based in Dallas. “It’s a cultural touchstone. It’s a cultural moment, and it’s brands looking to tap into that.”

Here’s what the survey reveals for marketers vying for spotlight in America’s most-watched television event.

The secret sauce: Laughs and flashbacks

More than 80% of viewers say they watch every commercial during the Big Game, according to …