NEWS RELEASE FROM UW-EAU CLAIRE:

Two University of Wisconsin-Eau Claire marketing professors who have been researching Super Bowl ads for more than a decade will take to Twitter during the Feb. 5 Super Bowl game to share their thoughts about the latest ads as they air.

Reporters and others can follow Dr. Rama Yelkur and Dr. Chuck Tomkovick via @UWEauClaire and the hashtag #superbowlads.

The two internationally renowned Super Bowl ad experts will be available for comments and questions on Twitter from 5 p.m. CST, through the game and until 30 minutes after the Super Bowl game.

Tomkovick and Yelkur have completed a series of research studies that look at various aspects of Super Bowl advertising. Their most recent research has focused on whether sexy images and themes make a Super Bowl ad likeable (hint: not so much).

Additional research completed by Yelkur and Tomkovick found that the aggregate stock prices of publicly traded firms that ran in-game Super Bowl ads outperformed the Standard & Poor's 500 by more than 1 percent during a two-week period (Monday before the Super Bowl through the Friday after the game). One percent translates into tens of billions of dollars.

The marketing professors' Super Bowl ad likability and related research have received increased attention from the media, advertisers and others as costs for Super Bowl ads continue to climb. This year, 30-second ads cost $3.5-$4 million during the game.