Every year at game time, advertisers commit millions of dollars for 30 short seconds of commercial airtime. They have a guaranteed audience of Super Bowl viewers, and the expensive ads have come to be a part of the overall tradition — people often talk as much about the ads the next day as the game's outcome. What do you think, are they worth their weight in ad dollars?
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I do! You have NO idea HOW HIGH the reach is for target audiences! Come on, doesn't everyone remember the good ones still??
1I work in advertising and it really depends on the type of advertiser and what their goals are. The Superbowl is a huge stage for advertisers and a lot of people watch just for the ads - it really crosses all types of demo/geographics and can be great exposure. But you have to stand out to be remembered so your ad better be good, otherwise you just wasted $3M.
2I think that if it helps boost sales which helps folks keep jobs, then yes it worth the money.
3I think it's worth the money, especially in this age. People actually watch the Super Bowl ads instead of fast forwarding on their DVRs like they do with lots of other ads. The wide-spread availability of the Internet also makes sure the best ads get viewed over and over again at no cost to the company.
4It is too difficult to make a YES or NO blanket statement. The viewership demo is super wide. Something like GoDaddy make seem like a sexist piece of junk, but for those in the domain/hosting buying area have been educated and GoDaddy revenue has exploded when they first ran their racy Super Bowl ad.
To determine whether or not spending $3 mil every 30 seconds strictly using a CPM ROI measurement would easily result in a NO answer. But to ignore your consumers and fail to appear during the Super Bowl could lead to consumers defecting to another brand.
GM and Ford didn't appear, for obvious reasons, and since they didn't show me anything new as far as product, lifestyle, or experience, I just might buy that Toyota Venza (Toyota is expecting to post a $4.4 billion-dollar loss for the past 9 months, so the auto problem is not isolated to Detroit).
I consume Coca Cola because they are hip with the avatars and make bugs look cute (did anyone see them drop the "Classic" out...finally!) Pepsi is cool because they are associated with cool people (but that MacGruber guy has go or be funnier, he's not hitting home for me). Budweiser is all heart-warming with their Clydesdales.
Now the movies. Summer blockbusters. What a perfect time to start making the big push for Transformers, Angels & Demons, Up, and the other movies that paid up for their spots.
I advertised during the Super Bowl, that means I am real. I am not Sham-Wow.
5I think it's just hard to make a judgement on it as a regular person. I mean, it's easy to say that spending $3M for 30 seconds of airtime is a waste, but that's just a drop in the bucket compared to what these ads can make for a company. I mean, the Super Bowl is practically more famous for ads than football, so yeah, I'd say it's worth it.
Especially when you consider that in some industries, advertising is the single biggest factor in how much they sell.
6I still remember ads from years past, and while my personal memory of an ad, planted in my self conscious the next time I decide I need to utilize some product, isn't worth millions, the memory of millions of people probably are.
7Most definitely. A guaranteed, targeted audience... an advertiser's dream.
8these days there is so much hype over the commericals, with polls and rankings after the fact, that if a company has a good ad they will also get a ton of PR and exposure from all the hype. so yes, if the ads are good, it can be beneficial in terms of getting your name out there
9No.
10I agree, Shydcgirl28.
11funny ads dont make me want to buy their products.
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