Wednesday, January 29, 2014

Super Bowl Ads Are How Much?

by Haley Zambrovitz

It’s that wonderfully pleasant time of year again; Super Bowl season! To many, the Super Bowl is a predatory festival of champions that promotes cathartic screaming, shouting, and rooting of all kinds; uniting a national in competitive pride for their special region of the country. We all know it’s one of America’s unofficial holidays, but not just for the football game. Marketing gurus caught on years ago that Super Bowl viewership creates one of the biggest platforms to generate buzz for your product/brand, but it comes at a price. Another new tradition that has come with rooting for your favorite team is choosing your favorite half time commercial. Doritos, Pepsi, and Bud Light have all capitalized on this phenomenon, paying up to $4,000,000 for a 30 second segment. Yes, $4,000,000 my friends which is about $133,000 per second, time is definitely money in this case. Which to me, seems insane, and according to Communicus, a market research firm based out of Tucson, AZ, it is. Communicus researchers found that while yes, your brand or product will be exposed to a high number of consumers; a single 30 second commercial won’t increase product sales. According to CEO Jeri Smith, “one ad exposure often isn't enough to make anything happen.” Because the ads are one hit wonders and rarely played again in the proceeding weeks, companies lose out on key exposure points allowing the consumer to forget about their product. So maybe having high exposure does make consumers recognize a brand but it doesn’t mean it will translate into increased sales.

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