American Football. Arguably the most widely watched sport in America, it is no surprise that organizations have been using it as an instrument for promotion for the past few decades. The championship game of the National Football League (NFL), known as the Super Bowl, is now among the hottest commodities for promoters in North America.
The popularity of adverts during the Super Bowl has been rapidly increasing, and so has the price tag. Prices this year are expected to soar to an astronomical US $2.6 million for a mere 30 seconds of air time.
Organization are therefore faced with the question as to whether the return is greater than the price. I for one believe that the benefits clearly outweigh the cost. Businesses such as Pepsi, The Walt Disney, Budweiser, and Doritos have all profited financially and in terms of increased public recognition. With an audience exceeding 90 million, The Super Bowl is a guaranteed touchdown.
It gets me every time!
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Jesse,
You do raise an important point here. Do the benefits of airing a Superbowl commercial outweigh the astronomical costs? I believe that this is often times very hit and miss, meaning that sometimes it is profitable, and other times, not so much. I think an important point to consider is the fact that year after year, we see companies in similar business sectors advertising their product. A perfect example would be Budweiser (as you’ve mentioned above). Bud Light, Heinekin, and many other direct competitors air commercials consistently during the Superbowl. They must be turning a profit if they keep coming back year after year.
A few weeks ago, I blogged on the Miller High Life commercial that lasted for 1 second. Check it out. It offers insight as to how these companies can cut costs of paying for these astounding airing costs.
Regards,
Matt