Superbowl Grabs The Advertising Spotlight Every Year. This Year It’s Grabbing It Earlier Than Ever.
The advertising community feasts on the spectacle we call Super Bowl Sunday. Their creative juices flow. Their audiences are hungry for the show. And, the post-game analysis rivals those of the sportscasters on the big game.
To invest over $3 million on a spot that runs once magnifies the scrutiny of all of us in communications. Just what kind of return on investment could justify such an expenditure?
We start by figuring out what our top 10 spots were. And, we ask ourselves along the way “what were the objectives” and “did the spots achieve them?
By promoting the spots prior to the Super Bowl is not only smart, it makes economic sense. Public and media relations along with social media costs much less and yet they take some of the sting out of the big ticket ads that were run. You get both pre- and post-game exposure. All of sudden you are getting a multiplier effect that various research companies peg at four to ten times the investment in PR. We’ll have to ask the researchers to tell us exactly what is generated.
If you have been watching the pre-game hoopla about the most innovative and controversial spots, you probably couldn’t wait to check out the Doritos, Coke “you choose the ending,” GODADDY, the Volkswagen Jamaican and the rest of the great television tease we witnessed.
So having said all of this, just why do you spend so much money for a Super Bowl spot? You’re right. It’s the 111 million viewers who starve to view them. Often I ask myself, which is the bigger spectacle? The game or the television spots?
Let me know what you think.