As we approach the big day this Sunday, everybody is getting ready for the main event – who will win the battle of the ads! Both during and after the game, we will talk about the funniest, the cleverest, the cutest or the crassest commercials. Brands will gain lots of exposure (a frequently mentioned benefit), but what does this actually equate to once the chatter is over and the money is spent? If you spend $3-4 million dollars to air a commercial + another $1-2 million to produce it, there should be some major expectations that it generates serious payback.
I think there is way too much emphasis on brand reinforcement when it comes to Superbowl advertising. We all know about the sugary sodas, beers, salty snacks and auto companies that show up year after year. Do their commercials really change consumer behavior in a lasting way? While they may get a quick spike of attention, the results are questionable. As a story on America Public Media’s Marketplace shows, it’s difficult for people to even recall which brand is associated with many memorable commercials. Continue reading