Is Advertising and marketing on the Super Bowl Value It? 5212112

Repeat immediately after me and say it slowly and gradually...$three Million for a 30-second commercial. Now say it again. $three Million for a 30-second commercial. Oops, time is up. That'll be $three Million, please. How could one 30-second Tv spot on the forthcoming Super Bowl possibly be worth $three Million?

But I think it is (depending)....Here's why.

I grew up in the communications industry in the 70s and 80s at BBDO/New York, where the creative egos, and commensurate talent, ran wild. BBDO consistently led major agencies with the largest # of client spots in the Super Bowl, with Pepsi always at the top of the list. Ironically, Pepsi is no longer a Super Bowl advertiser, nor is the Pepsi brand a ongame account any longer -perhaps there's a correlation.I felt then that advertising in the Super Bowl was a colossal squander of funds. The system rankings didn't justify the expenditure, and the purchases for the most portion have been moi pushed. To give credit rating, it was a fantastic way to "kick off" an fascinating new marketing campaign and for organizations with funds to burn off (not an concern in today's economic system), it experienced some price. But nevertheless I felt it was way overpriced relative to price acquired given that there was lots of mega-rated programming.

So how could I say in today's terrible economic system that advertising in the Super Bowl at $3MM a toss is funds effectively-put in. I feel so since the planet has modified in two spectacular techniques:

one. There is no similar way to get to a mass viewers.

The gap among Super Bowl rankings and rankings in other "huge event" and ongoing primary time programming has widened. The Super Bowl is without a doubt the apex of Tv viewing, and nothing at all arrives near.

There have been much a lot more techniques to get to huge audiences a long time in the past. Media fragmentation of nowadays yields more compact, a lot more outlined audiences but alas for individuals entrepreneurs who genuinely seek out "mass", nothing at all beats the Super Bowl.

two. It's not just about ongamemini the spots on game-day.

For a TV advertiser, the party actually begins the week before and lasts for days after the actual event. The game day spot is merely the conduit to the attendant publicity, chatter, and hopefully, and most importantly, YouTube views subsequent to the event. Back in the 80s there was obviously no YouTube and, while there was some publicity, the amount of buzz was far less.

What this means is that more than ever IF you are going to be a Super Bowl advertiser, then the spot needs to be great-not just good. Because there's nothing worse than spending $3 Million and then getting slammed on Monday for airing a lame piece of creative. And your spot needs to be more than merely effective. To justify the hype, it needs to be a "mini-film" that others will want to view again and again. Therefore talking babies, animals, big production, celebrity talent, etc. should be part of the plan. Can't afford a big spot of ongame. Don't play.

But if you hit creative pay-dirt and create a spot that's a big as the Super Bowl itself, and really want the bang of reaching the widest possible audience then $3 Million may be a price worth paying.

Go Colts. I wish it were Eli, but at least a Manning will be there.