Super Bowl Ads -- Marketing's "Big Game"
An article in Business Week entitled " TV's Last Man Standing" discusses Super Bowl ads which cost $2.5 Million in 2006, according to the article. Plus the cost to produce the ad averages $400,000.
We have discussed the integrated marketing tactics of Go Daddy in class a bit. They have announced that they will be have ads during the Super Bowl, in fact, on their website, you can see a feature they have called "The Road to the Big Game".
We will, I am quite sure be discussing the Super Bowl Ads in our class snipettes section. Who, will not be discussing them on Monday after, and perhaps even for the rest of the week.
So, the question is this is it worth it? Why or why not?
Gene A. Wright
posted by Gene A. Wright @ 3:39 PM
1 Comments:
We will, I am quite sure be discussing the Super Bowl Ads in our class snipettes section. Who, will not be discussing them on Monday after, and perhaps even for the rest of the week.
So, the question is this is it worth it? Why or why not?
The Super Bowl is a unique event in many ways but from a marketing perspective it is truly special. The traditional media channels, to a large extent, have been fragmented with the advent of cable, satellite TV, content rich internet entertainment and other media outlets leaving the Super Bowl as the venue for delivering a message to a mass audience. As a result of this, the Super Bowl has become extremely pricey advertising real estate. According to Timothy Calkins, a marketing professor at Northwestern University's Kellogg School of Management, because it's "the only place you can go to really be confident that you can hit a huge percentage of the American marketplace."1
I would have to agree with this assessment. Indeed, there is no other regularly scheduled event that I can think of that draws such an audience at one moment in time. To answer, whether it is worth it depends upon what product, service or message a firm is trying to sell or convey. I guess the old adage that something is only worth what someone is willing to pay holds in this case. If companies didn’t think it was worth it they wouldn’t be spending the money on advertising. The fact that they are tells me it must be worth it (at least to them). From a consumer’s perspective, knowing the lavish amounts that are spent on these ads I have to wonder how much of the cost of the product I may be buying is due to marketing and advertising. More importantly, am I willing to pay extra for it? Being an engineer, I can help but think about it in that perspective. What do others think?
Ken D. 1-31-07
1 Rick Romell, 28 January, 2007, “Ads, the real stars of the Super Bowl,” The Milwaukee Journal Sentinel
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