How do TV commercials affect search volume? Should I bid on branded and/or non-branded search terms related to my commercial? Are my competitors bidding on search terms related to my commercial? What are people searching for when they search for my commercial? Can I still leverage the power of search and TV even if I don't run commercials?​

To find the answers, Bing Ads studied how airing TV commercials during the most watched live TV event of the year - a championship football game where viewers stay glued to their seats during the commercial breaks. Let's call it "the Big Game."