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This year’s Super Bowl cost advertisers about $5 million for a thirty second spot. These ads represent a large proportion of some brands’ total media budgets so marketers should carefully consider their value. A brand should determine the ultimate return on investment for this strategy relative to other media options that could potentially buy more frequency for the message across a longer time horizon.
How can a brand manager evaluate the value of a Super Bowl ad?
The first consideration is the target market and brands should determine whether their target is represented among those who watch and pay attention to the game. CNN reported that last year’s Super Bowl had the largest viewership in television history with 114.4 million estimated viewers and 49.7 million in the coveted 18-49 age group.
The National Retail Federation predicted that 83% of men and approximately 70% of women planned to watch the game when they were polled in January 2015. In addition 83% of 18-24 year olds indicated they would watch the game last year. In 2011, the last year of available data from Sports Business Daily, only 16% of the Super Bowl audience was comprised of kids 2-17.
The second important decision on running a Super Bowl ad is the type of creative to plan. The message in the ad should be related to the product and the imagery should resonate with the target audience.
One brand spent over $5 million on the ad space and much more to hire a celebrity endorser who was completely inappropriate for the brand advertised. Which brand executed this major flop? Skittles.
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