A quick check on google yielded an interesting retail blog (link below the article), having a nice overview of the continuously rising media cost for a thirty second time slot during the game, and a breakdown of all the Nielsen data around it.
I am often amazed how many brands throw away money buying air time during the Superbowl. Not because they are in the wrong place, but because of their mediocre creative executions. Some even run the same spots they run in their regular media buys. That's pretty lame.
Think for a moment: this is probably the only time during the year, where not just ad people, marketers and media folks watch the game because of the commercials. A majority of regular consumers, who couldn't care less during the rest of the year, are actually looking forward to the entertainment between first downs. It's an incredible opportunity to make an impact. And then you serve the audience the regular, the average?
If you have $3Million Dollars to spend, you should at least free up another $500K to create a great story that will make an impact, that will give you some bang for your buck. Remember the first GoDaddy commercial ever? It ran during the Superbowl a few years back. The impact? Huge!
Then there was a disastrous Cadillac 'Chrome Couture' commercial in 2007, that cost more than a million dollars to produce. The concept was somewhere along the lines of: a Cadillac Escalade on a runway, in the spotlight... it was pretty boring, and the ad agency Leo Burnett took quite a beating for it. Here's the spot:
Conclusion: If you decide to air a commercial during the Superbowl, get your creative team excited. Treat this as an extraordinary project. Get their creative juices flowing. Spend enough time evaluating whether you actually have a concept that will be remembered. Just spending a million dollars doesn't guarantee you success. Then, and only then, go ahead and produce it.
Related link:
RetailSails blog detailing Superbowl 2010 data analysis
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