Is Advertising During the Super Bowl Worth It?

For many companies, it’s a major part of their strategy to advertise during the Super Bowl. But the big question at hand is, is it worth it? With this year’s Super Bowl commercials costing 4 million dollars for a 30 second spot, some companies would say yes, while others would disagree. Major companies like Doritos, Budweiser, Coca-Cola, Hyundai, Chrysler and Pepsi bought their 30 second ad spots months ago. And they’re not the only ones. Even at 4 million dollars for one 30 second spot, all ad space was sold out two months before the Big Game was set to take place. Obviously, this shows there’s a great demand for the biggest television event of the year.


Companies are even spending more money in creating their advertisements this year. With a list of celebrities being said to take place in numerous commercials, companies are spending an extra $250,000 to 1 million dollars this year to get celebrities to make an appearance in their ad. But again, we return to the question, is it worth it?

With the large price tag that comes with celebrities, some companies are choosing to stay away from using them in their ads. That’s because an effective advertisement doesn’t have to include a celebrity. The main reason companies advertise at the Super Bowl is because there’s an expected 100 million plus people that will be watching. So the question that a company must ask itself before spending millions of dollars creating and running their ad for the Super Bowl is, will anyone remember the commercial after the big game is over?

The truth is, unless the company can connect its product to the viewer like Coke, Pepsi and Budweiser have been doing for years. Researchers say millions will be wasted on advertising during the Super Bowl. However, if you are introducing a company for the first time during the Super Bowl that seems to be a big win. Even if viewers can recall the product or brand being advertised, very few spots provide unique benefits that would give buyers good reasons to buy. What happens most often is People remember the ads but forget the product. Advertisers are betting much of their annual advertising budget on this one night. Are the odds in their favor? 

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