It's a more accurate way of measuring which of their sponsorships/promotions are most effective than directly asking you would be. They don't care about your opinion on that one; they just need to be able to back to Bud Light or whoever at the end of the year and say "see, 78% of Wild fans remembered your ad."
Of course they don't care what I think in that regards because those sponsors are where they are getting some major $$$ from. I just hate being given a survey where you care what I think and then believe that your sponsorships are more important than the on game performance or something. I'm not there to read ads.