Ad Networks Media Planning & Buying

Are Super Bowl Ads Worth it For Advertisers?

Posted by Gerad Hoyt on January 28th, 2013 at 1:59 pm

With the Super Bowl being the biggest TV event of the year, it is no surprise that the cost of ads is going through the roof. Right now a 30 second ad during the big game is a hefty $4 million. After a rise in 60 second ads in 2008 and 2009, that trend is on the decline. With prices that high, it's no wonder.

What Does a $4 Million Ad Get You?

The exposure from that pricey 30 second ad can make a huge impact on your business. In 2011
GoDaddy.com saw a 41% increase in its business in the week following the Super Bowl. During that
same time frame, other Super Bowl advertisers like Groupon and Verizon Wireless saw only a 3% and 2% increase respectively in their business.

Depending on the size of your business and the value of a customer, even a 2-3% increase in business
may warrant the $4 price tag. It was certainly worthwhile for Mercedes-Benz who also advertised during
that game and saw a tidy 9% increase. However, if your market share is already high, your industry
competitive and there is little to distinguish you from competitors, costly Super Bowl ads may not be the way to go.

A Super Bowl ad is no guarantee of success in your business. Super Bowl 34 held in January 2000 had
19 .com advertisers. Of those, 8 no longer exist.

So What is An Advertiser to Do?

Every year companies spend more and more on advertising. The big names that consistently advertise
in the Super Bowl, like Anheuser-Busch, PepsiCo, Coca-Cola, General Motors and Walt Disney keepcoming back, so there must be significant value in doing so. In fact the exposure that comes from a Super Bowl ad comes down to about 3 cents per viewer, which is actually a very smart investment.

Opinions vary on whether or not the cost of Super Bowl ads is worth it. This infographic by iSatelliteTV takes a good look at some of the data for Super Bowl ads over the last 10 years. Take a moment and review the stats to see what you think.

Super Bowl Infographic

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