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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