Many Commercials Not So Super during Super Bowl

February 7, 2011 Updated Feb 7, 2011 at 8:07 PM EDT

By Jennifer Stanonis

February 7, 2011 Updated Feb 7, 2011 at 8:07 PM EDT

BUFFALO, NY (WKBW) -- Super Bowl time means commercial time as advertisers shell out about $3 million for a 30 second spot. "They're effectively reaching a large audience.... I think over a 105 million people watching it," advertising executive Bob Travers said.

Several car companies spending the big bucks this year and there were many commercials featuring big celebrities. "I can't imagine spending $3 million on a spot and not doing a lot of research with my target audience, the consumer I'm trying to reach, to make sure the spot that I'm producing is going to resonate with them," Travers said.

So how did the commercials go over with some Buffalo residents? "It didn't seem like a bunch of fun this year, it didn't seem as good as last year," one resident said.

"A few of them stepped it up but a few of them were not as good," another viewer said.

"It's one thing engaging someone and even a spot being memorable is great," Travers said. "But if it's not going to make a difference in your behavior then it's not going to be effective."

To see super bowl commercials for 2011 go to