Every year the price goes up. Every year it becomes seemingly harder and harder for clients to justify such an extravagance. Every year, we wonder if it will continue.
Until now, when the machinery that merchandises and amplifies the spot is now worth more than the spot itself. And that’s why $3.7 million is a bargain today.
Consider the following:
2. Social media has enabled Super
Bowl advertisers to generate huge amounts of earned media, which extend the reach of a spot. Super Bowl spots now have a before-, during- and afterlife, which amplifies the value of a spot in two
ways: a) more exposures, and b) word of mouth buzz, which is more effective than straight brand-to-consumer advertising because it leverages third party credibility. Many Super Bowl
‘seeding’ campaigns are already in high gear and it’s only September!
3. The Super Bowl is the only time that the ratings are actually higher during the commercials than when the programming is on. So ‘effective ratings’ are in a sense much higher.
4. The super bowl is one of the only times when everyone in America is watching all together, a requirement for effective water cooler conversation……’hey, did you see the spot about the purple monkey on the super bowl last night?’ only works when just about everyone did see the spot.
5. People tend to watch the super bowl in groups, and for one night, everyone is an ad critic. When an interesting spot comes on, it generates instantaneous discussion, which certainly doesn’t happen when you watch something by yourself. A good spot can instantly catapult itself into pop-culture.
6. Nothing jazzes up a sales force, or helps sell a product into a chain or distribution pipeline more than the super bowl. The entire $3.7 million can sometimes be paid for in this way, before the ad even runs.
7. The press amplifies super bowl spots with the predictable coverage of which spots did well or badly, reports on the cost of a spot, and all the other issues covered incessantly. It’s the only time of year when advertising is news.
We’ve come a long way from the first TV commercial ever (for Bulova Watches), which cost a whopping $9.