Why Super Bowl commercials may be a colossal waste of money
The Super Bowl isn't important only to football fans. For the advertising industry, it's also the most-watched event of the year. But while football fanatics may get their money's worth, it turns out that the marketers shelling out upwards of $4 million for a 30-second commercial may be on the losing end of the game.
Advertising research firm Communicus has sought to answer an decades-old question: Is Super Bowl advertising really effective? Not just at pulling viewers' heartstrings, mind you, but at actually spurring viewers to pick up a six-pack of Budweiser or to buy a new Toyota RAV4? The answer, which will undoubtedly depress marketers who are spending a record $4 million to reach viewers during the Feb. 2 game, is a resounding "No." The study found that only one out of five Super Bowl commercials
spur consumers to buy a product or build purchase interest.
With an ad's price tag now hitting $4 million, it's unlikely that marketers will see a return
on that investment, Tim Calkins, a marketing professor at Northwestern's Kellogg School of Management, told Advertising Age in November. "The reason advertisers are on the game is because it supercharges their brand. It's just very hard to tie the [sales] numbers