Advertising on the Super Bowl is Worth It?

Repeat after me and say slowly ... $ 3 million for a 30-second spot. Now, I repeat. $ 3 million for a 30-second spot. Ooops, time expired. This will be $ 3 million, please. How could a 30-second TV spot on Super Bowl next might be worth $ 3 million?

But I think it (depending on) .... Here is why.

I grew up in the communications industry in the '70s and '80s at BBDO / New York, where ego and creative talents commensurate, ran wild. BBDO has consistently led the major agencies with the greatest of spots in the Super Bowl # client, with the Pepsi always tops the list. Ironically, Pepsi is no longer a Super Bowl advertiser, nor is the brand Pepsi BBDO as an account, perhaps there is a correlation. I then heard that the Super Bowl advertising has been a colossal waste of money. Evaluations of the program does not justify the expense, and bought it for the most part have been driven ego. To give credit, it was a great way to "kick off" a new and exciting year for companies with money to burn (not a problem in today's economy), had a certain value. But still I felt it was too expensive compared to the value received from the moment that there was a lot of mega-rated programming.

So how can I say today's terrible economy that advertising in the Super Bowl for $ 3MM a shot is money well spent. I think so because the world has changed in two dramatic ways:

1. There is no comparable way to reach a mass audience.

The gap between Super Bowl ratings and ratings on other "big event" and current programming in prime time has expanded. The Super Bowl is in fact the pinnacle of TV viewing, and nothing comes close.

There were many more ways to reach a wide audience of years ago. Fragmentation of the media today produces smaller, more defined, but unfortunately the audience for marketers who seek truly "mass", nothing beats the Super Bowl.

2. It is not just to run the spots on the game-day.

For a TV advertiser, the party really starts the week before and lasts for days after the actual event. The spot is simply the day of play led to the attendant publicity, gossip, and, hopefully, and, above all, YouTube sees after the event. In the '80s there was obviously no YouTube, and while there was a bit 'of advertising, the amount of buzz was much less.

This means that more than ever if you're going to be an advertiser Super Bowl, then the point must be large, not just good. Because there's nothing worse than spending $ 3 million on Monday and then get slammed for airing a lame piece of creativity. And your place must be more than just effective. To justify the hype, it needs to be a "mini-movie" that others want to see again and again. Thus children, talking animals, big production, celebrity talent, etc. should be part of the plan. They can not afford a large stain. Do not play.

But if you hit creative pay dirt and create a place that is as big as the Super Bowl itself, and really want the explosion to reach the widest audience possible, then $ 3 million might be a price to pay.

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