The promotion met with some positive reviews. "Time" called it "clever", and a columnist for the "Chicago Tribune" stated that Herb was "one of the most famous men in America". Ultimately, however, the Herb promotion has been described as a flop. The advertising campaign lasted three months before it was discontinued. One Burger King franchise owner stated that the problem was that "there was absolutely no relevant message". Although some initial results were positive, the mystique was lost after Herb's appearance was revealed during the Super Bowl. Burger King's profits fell 40% in 1986. As a result of the poorly received campaign, Burger King dropped J. Walter Thompson from their future advertising. The US$200 million account was initially given to N. W. Ayer. After 18 months it went to another agency, as Ayer was having problems, and Burger King wanted to improve the bottom line.