Note to Super Bowl advertisers: Don’t do it
Tom Dougherty, CEO – Stealing Share
22 January 2013
It’s just not worth it
Super Bowl XLVII is two weeks away. The teams have been set and hoopla is building toward to the game in New Orleans. And I have some advice for future Super Bowl advertisers.
Many watch the big game because they’re football fans. Others because it’s a national, cultural event. Still others tune in only for the commercials.
“The only reason to have a Super Bowl ad is to gain awareness, which nearly all of the Super Bowl advertisers don’t need. Who’s unfamiliar with Budweiser?”
Tim Calkins, clinical professor of marketing at The Kellogg School of Management at Northwestern University, advises companies that are considering a Super Bowl ad buy. He says there are three simple rules to follow: Start early. Focus on branding. And make it part of a larger campaign.
But here’s a better piece of advice, Super Bowl advertisers: Don’t do it. The only reason to have a Super Bowl ad is to gain awareness, which nearly all of the Super Bowl advertisers don’t need. Who’s unfamiliar with Budweiser? What viewer doesn’t know the cars, beverages and snack foods that will be trotted out via expensive ads?
At about $3.8 million for 30 seconds, the cost simply isn’t worth it. Even if you follow Mr. Calkins’ advice and focus on the brand without letting the message get lost by an advertising agency run amok, your ad risks being drowned out in the tsunami of ads and entertainment.
Instead, have fun and focus on the game. Watch the Harbaugh brothers go head to head, enjoy the entertaining ads that really won’t mean much at all.
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