In Feb 2015, advertisers spent approx. $ 4.5 million on broadcasting on sports channels. This happens every year. We all remember the cute dog from Budweiser but do we remember the KIA model that was highlighted in the ad that played in the same event? This brings me to my point whether the traditional advertising budget for Super Bowl is worth it?.
Super Bowl seems an attractive platform for advertisers and the reason is justified too. It one of the most watched show in America and the viewers enjoy these ads too. But there are 3 factors that we ignore as marketers:
- People enjoy the game and the excitement to see their team winning or disappointment to see their team losing will be governed by their emotions. Their focus on ad may be less. A fan will hate these ads if he is too keen to watch the game.
- Half Time is the show stealer. Don’t we all remember Katy Perry and those super cute sharks dancing on her tunes! The half time hype and publicity always dwarves the best of the ads. In this battle of 30 minutes of pure entertainment VS 30 seconds of compressed messages , Half Time wins because the game is not being interrupted.
- Hundreds of ads are released that day. The possibility of your ad sticking to people’s mind is very low.
Overall, the ads that are played are fighting for attention at the most expensive event. If the same amount of money can be invested on Online Marketing where companies can collaborate with Superbowl and play the same message, they will get higher engagements and will be more effective.