Why brands in all markets can learn from Super Bowl spending | WARC | The Feed

Why brands in all markets can learn from Super Bowl spending

This year especially, many people have questioned the wisdom of blowing $5m on a Super Bowl ad – just think what that amount would get you in a digital environment – but a senior media director explains why spending on event TV can be worth it.

Reasons to spend on Super Bowl

Jerry Daykin, EMEA senior media director at GSK Consumer Healthcare, writing in Campaign, sets out five reasons: 

• Reach: The opportunity to hit 100 million people at once, including many light TV viewers and media consumers, is compelling when set against buying multiple slots and showing the same ad repeatedly to heavy TV viewers.

• Viewability: There are none of the fraud issues that bedevil digital marketing – your ad is up there for everyone to see.

• Attention: People are less likely to skip ads in a live TV moment and more likely to watch a full 30 seconds – more so during Super Bowl when expectations of advertising are raised.

• Buzz: Canny trailing of an ad or campaign can create a buzz ahead of time and generate a lot of earned media. 

• Fame: Super Bowl ads carry an implicit message about a brand’s value and quality that contributes to long-term brand building that even the best digitals ads don’t.

Sourced from Campaign

Sourced from Campaign

Final thought 

Most advertisers will never have to decide whether to buy a Super Bowl spot, “but it scales down nicely to whatever event-TV looks like in your market” – Jerry Daykin, EMEA senior media director at GSK Consumer Healthcare.