Ben Wise on Branding

Watching the world through the lens of the brand

Who Cares About Super Bowl Ads?

with one comment

Like many people, I watched the Super Bowl last night and enjoyed the commercials as much as the game. But it is unclear if the content of a Super Bowl ad actually matters to the brand.

While companies spend a fortune testing and producing these ads, most of the value for the brand comes not from the ad itself, but from being seen as a brand so prestigious that it is willing to spend $3 million for a 30 second spot during the Super Bowl.

The benefit to the brand comes from being associated with the Super Bowl, not from the message of the commercial.

A secondary benefit comes from the PR that advertisers will receive. Many people knew which companies were advertising during the Super Bowl several days in advance and these brands enjoyed hours of coverage leading up to the game. When you break the $3 million cost over the total exposure, it doesn’t seem so expensive anymore!

Over the next few weeks, Super Bowl commercials will continue to air during regular TV programming and the commercials’ content will become important. But during the game itself, it doesn’t matter much what a brand says, it only matters if a brand shows up.

If you missed the game, check out this YouTube will all of last night’s commercials.

What do you think? Does the message of a Super Bowl ad matter?


Written by benwisebranding

February 8, 2010 at 5:40 pm

Posted in Advertising

Tagged with , ,

One Response

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  1. Was it just me or were the ads pretty ho-hum this year. Not a lot of big creativity. Way too many Dorito ads for my taste too.

    Charissa Sordahl

    February 11, 2010 at 2:37 am

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