Are Super Bowl ads worth it?

 Super Bowl XLV Logo Pictures, Images and Photos

This year, the going rate for a 30 second commercial to air during the Super Bowl is $3 million. That’s $100,000 for every second of air time. When seeing such a huge price for a tiny 30 second time slot, many people probably think that it can’t possibly be worth the money for companies to pay it. I will explain why for many companies it is worth it.

First off, you can’t think only about those 30 seconds of air time during the Super Bowl. The commercials that air during that event are talked about and mentioned a lot leading up to the Super Bowl and even more afterwards. If the commercial is well received by viewers then even more attention will be paid after the event. Also, when you think of the very expensive $3 million for one commercial, it is obviously only the very large organizations (or ones with very deep pockets) that can afford to participate. This means that they likely have a very aggressive marketing plan and budget that goes beyond just the Super Bowl.

The Super Bowl ads alone are not enough to make this marketing venture a success. The companies’ websites, PR (including giving the commercial to news media), billboards, online ads, etc… All promote the commercial and/or message in a consistent way. The Super Bowl ad should not be looked at as a stand alone marketing plan, but more like the lead prong to a multifaceted effort.

When you look at it in this way, then the $3 million doesn’t seem like that big of a deal anymore. The reality is that doing this will cost a heck of a lot more than $3 million when you figure in all the other marketing efforts that support it. The result can be very positive though. Look at GoDaddy.com for example. It used the Super Bowl as its platform to announce its company to the world. Now it is by far the leading website domain service, in large part because of its marketing strategy. There are many other examples like this and even more that used the Super Bowl to successfully increase sales and profits over the years.

Super Bowl ads are worth the investment if done as part of a larger marketing effort and if done correctly, it will pay off big time.