Recently AdAge commented on the price and return of a Superbowl commercial. The current price tag for a 30 second spot is about $3million (ad space) plus the cost of creative and development. The ad generates approximately 100 million views that evening. What’s interesting about this article is that it telling marketers that their $3MM actually provides more return than they think. Of course there is the natural buzz/PR at the water cooler at the office in the morning, but there is also a large amount of online sharing done by consumers.
Research shows that in the four weeks after the Superbowl, ads are seen an additional 100 million times by consumers. It’s like getting 2 Superbowl commercials for the price of 1! Yet, one could argue that these second 100 million views are more important that the first 100million. These views are by individuals seeking out the commercial—that’s an engaged consumer. Or, they are by consumers that are viewing it due to the recommendation or word of mouth from a friend (blog posting, facebook, twitter, etc). In this day and age, most product purchases or product considerations are heavily influenced by individuals that you trust. So, when a friend sends me a link to the newest Gap jingle from the Superbowl, I’ll likely watch it. And then, when she tells me that their new jeans fit amazing it might finally get me in store and contemplate a purchase.
As a marketer this is great news. It shows that the ROI of a Superbowl ad is better than previously expected. Also, you can monitor who is talking about your product online (using many of the social media tools we discussed in class). And, if you want to get more bang for your buck, you should likely buy out the advertising on YouTube surrounding your commercial (or category) and supplement consumer searches with a strong SEM campaign. The Superbowl is now longer a 1x expense, it’s an opportunity to create compelling content that will get consumers engaging with your brand.
http://m.adage.com/article?feedid=20&articleSection=digital&articleSectionName=Digital&articlePage=&articleid=http%3A%2F%2Fadage.com%2Farticle%2Fdigitalnext%2Fweb-brought-economics-super-bowl-advertising%2F231333%2F
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