GOTTA LOVE THE ADS
For the past 52 years America has watched a bigger-than-life annual sporting event—the Super Bowl. Every year the Super Bowl typically pulls in high ratings. These high ratings mean that the broadcaster, CBS for 2019, is allowed charge a premium for 30-second television commercials. Since the first broadcast Super Bowl, advertisers have been willing to pay this amount, even with the cost of each commercial costing more than it did the year before. Super Bowl LIII is no different, charging advertisers $5.25 million for each 30-second ad. This is a far cry from the original $37,500 for the same spot (140 times more) in the first Super Bowl. (If you take inflation into account, that rate drops to a mere 18-times increase.)
Many times, these overly expensive ads provide little to no ROI for these brands, and often the brand comes under scrutiny for the cost expenditure. The Washington Postthis year garnered some controversy for their 60-second commercial and the potential $10 million ad, as it is twice as long as the standard 30 second, $5.25 million ad. Some of the controversy came from the Washington Post’sown reporters who decry the expenditure as foolish with the money being better spent elsewhere. Controversy also surrounds an ad that ran in Canadian markets by UNIFOR (a Canadian Union) speaking out against GM.
Regardless of possible controversies, for some people watching the commercials during the Super Bowl is more engaging than the game itself. With this year’s game garnering the lowest ratings in 10 years the high cost of the ads may not be worth the investment at all. While there were a plentiful number of ads during this year’s game, CBS actually hadn’t sold out its inventory until the final hours leading up to the game.
Lets’ look at the ads from this year’s Super Bowl:
Title: Marvel Studios’ Avengers: Endgame
Brand: Verizion (2)
Title:The Team That Wouldn’t Be Here
What are your thoughts? What commercials stuck out to you the most? Have you ever purchased a product based on a Super Bowl commercial? Do you feel that they are worth the price premium that companies are charged? Let us know below, we’d love to hear your thoughts.
Ideas To Make Your Brand Better Now:
- Create the outline for your brand strategy. Focus on the four base areas and create your rough draft this week.
- Identify two additional items that you can, based on research, include in your strategy guide.
- Enlist an additional person to help you flush out your strategy.
- Share your experience with us.