It's almost that time again. Last year's Super Bowl ads were trumped as being the "year of the woman" only for Skechers to have a steamy ad with Kim Kardashian followed up with Elizabeth Hurley's inappropriate Groupon ad, and then of course...Joan Rivers as the new Go Daddy girl...ugh. 

Sexy and suggestive ads might catch the eyeballs of 100 million Super Bowl viewers, but typically the use of that material subtracts 10% likability from a spot, according to a University of Wisconsin/Eau Claire study. Though GoDaddy.com takes the crown for racy ads in recent Super Bowls, the practice dates back to Farrah Fawcett seducing Joe Namath in 1973.

"As a basis of comparison, imagine if you were a comedian and you knew your audience felt sexy jokes were 10% less funny than regular jokes," says Chuck Tomkovick, the marketing professor who oversees the study. "You'd tell them very judiciously." That analysis was based on years of results from USA TODAY's Ad Meter, a consumer panel that electronically rates Super Bowl ads moment by moment as they air.

READERS: What do you think about previous sexy Super Bowl ads? If Janet Jackson's wardrobe malfunction was inappropriate, why are these ads acceptable?

Read more from USA TODAY here.