SUMMARY: A lot of top brands have decided to forgo TV advertising for the Super Bowl. While some say it’s because of the “mood” of the country, it’s really the reality that they can spend five million dollars via digital and get better results.
QUICK READ: Last night’s Super Bowl was a clear indication that ad agencies are broken and are lacking talent. The money wasted on these spots is wasted and for almost all the advertisers will not result in increased sales.
- Super Bowl commercials cost had reached $5.6 million for a 30-second slot.
- Ad agencies continue to develop spots that are irrelevant and don’t sell products.
- Agencies continue down the path to extinction. They really believe that entertainment sells.
A survey of audience respondents, performed exclusively for Bloomberg Businessweek by marketing-research firm Db5, suggests [inlinetweet prefix=”” tweeter=”” suffix=””]consumers remembered less than 10 percent of Sunday’s Super Bowl commercials.[/inlinetweet] Yet here we are with hype around the spots already. Hyundai is even teasing their spot to create buzz. Ha?
Here we go again! Numerous websites talking about the buzz generated by the Super Bowl commercials, but almost nobody talking about the connection between buzz and sales. In case you forgot advertising is supposed to generate sales.
Is it any wonder that most executives feel that marketers are disconnected from accountability? All you have to do is read the posts on social media from the ad industry megaphones like Ad Age and Adweek to see how the industry is patting themselves on the back for ads that ran during the Superbowl while not talking about the objective of advertising to actually sell the product.
The $4 million advertisers spend for a 30-second Big Game ad actually buys a much bigger chance that their ads won’t work, according to the Tucson, Ariz.-based firm. In general, Communicus has found about 60% of ads it tests don’t increase purchase or purchase intent. But let’s be honest here, an ad on the Super Bowl is more about ego’s than driving brand objectives.