reporter: like that carl s jr. ad. 10 million people watched during the super bowl but one advertising research firm suggests only 27% of viewers they asked plan to actually visit the fast-food chain. steamy. reporter: after some objected to kraft s 2013 shirtless pitch man all natural. reporter: their zesty italian dressing commercial started featuring more wholesome radishes. having sexy ads is backfiring because not only are people becoming more immune to it it really rubs viewers the wrong way. reporter: and as researchers found, if the saucy ads don t turn some people off, it turns others on so much so that they forget what the product ad s even for. i have no idea what that ad s for. i just noticed there was somebody gyrating. clouds my judgment of what the product is, definitely. and they should have consulted with t.j. holmes. take a look at him from good morning america. oh, yeah. hello! i was look how far did you go?
this year s super bowl but one advertising research firm suggests only 27% of viewers they asked plan to actually visit the fast-food chain. ooh steamy. reporter: and after some objected to kraft s 2013 pitchman all natural. reporter: their zesty italian dressing commercial started featuring some more wholesome radishes. having sexy ads is backfiring because not only are people becoming more immune to it, it really rubs viewers the wrong way. reporter: and researchers found, if saucy ads don t turn some people off, it does turn others on so much so they forget what product the commercial is even for. i have no idea what that ad s for. i just noticed there was somebody provocatively dressed or gyrating. clouds my judgment of what the product is, definitely. and they should have consulted with t.j. holmes. take a look at him from good morning america. oh, yeah. hello! i was look how far did you go? you know what, we don t have enough time to show h