Super Bowl Advertising- Always worth it?
As we gear up for the biggest sporting event of the year, it is common knowledge now that the Super Bowl isn’t just about football; it is also about some of the best, and certainly the most expensive, ads of the year that come with a price tag of a whopping $ 2.7 million for a 30-second spot.
This brings us to the question of whether it is really worth it. The answer is yes and no.
There is no denying that the Super Bowl today is the biggest stage for advertising. And with marketers struggling to get noticed, advertising during the Super Bowl seems like a good bet. But today, more than ever before, marketers need to do much more than just air a 30-second commercial during the Super Bowl, to break the clutter. While Super Bowl advertising has become an event in itself, marketers need to be wary of their investment turning into mere “branded entertainment”. A platform like this should be used as a launch pad for a bigger campaign, like Apple did in 1984, or to achieve some short term sales goals. To use it for brand-building is a waste of advertising dollars (unless one has the budget of A-B). So while Super Bowl advertising is a great option for some marketers, it isn’t the same for everyone.
posted by Wieden+Kennedy/Nike @ 12:28 PM
1 Comments
1 Comments:
I would disagree, at least partially, with the idea that the Super Bowl ought not be used for brand building. It can -- when the brand's image is a good fit for the media environment. I think it is more dangerous to use it as a sales promotional tool, actually -- with promotions, you want the widest audience possible. It's pretty tough to develop interest and knowledge in 30 seconds!
That being said, there were so many advertising errors in last night's game that I wonder if wasting $2.7 million in half-a-minute is some kind of new Yuppie Olympic event. We'll discuss it in class!
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