How do you justify spending $3M on a Super Bowl commercial?

It is always an interesting thing to debate  – is a :30 Super Bowl spot worth the money? I think it depends on how “mass” your brand audience is (that is why beer and cars dominate the game) and of course how good your creative and integration across social platforms is, but it can be a good and sometimes great investment. Here are some things you must consider that are unique about the Super Bowl as an event:

  • Over half of the US population tuned into the game at some point yesterday – 162.9 M – where else do you get that sort of mass audience this day in age? Nowhere.
  • The average audience was 111M so lets say you paid $3M for your spot for the sake of simplicity that delivers a CPM of about $27. That is 3-4 times what you normally pay for broadcast TV but well worth it and at a smaller premium over what the NFL gets throughout the season being a live sports event. The “Force” spot for VW had 15M views on YouTube in two days, prior to even airing during the game.
  • Nobody DVRs the Super Bowl and it is only time people are excited about watching commercials.
  • The social aspect of the ads now can deliver an additional 50M or more impressions from places like YouTube, the massive TV news and print coverage, etc. everyone is an armchair ad critic following the game.

So how do you maximize your spend if you have an extra $3M lying around?

  • Put together a spot that is actually creative and smart. What was so compelling about the VW ad above? It wasn’t the features and benefits of the Passatt or it hugging tight corners on a mountain road. It was embedded on YouTube a couple of days before the game, people passed it around because of a great emotional connection that it triggered, not sophomoric humor which has no long tail.
  • Make sure your spot is for something new and is easy to find using social media and search after it airs. Use this as your opportunity to tell the second chapter in the story. All great advertising campaigns build on a message in a linear way over time.

1 Comment

  1. Rob,
    You’re so right! A superbowl add is so worth it if you maximize the additional interest it generates for your brand before and after the game.

    I’ll be honest, I had seen the ‘long’ version of the force ad days before the superbowl and I actually had hoped I’d see a variation during the game (as an extension of all the online interest it had accumulated.) That wasn’t the case, but the short spot was actually a let down compared to the online long version, in my opinion.

    Great post!
    – Drew

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