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The Hype of Super Bowl Commercials


old_tv_300x408pxWhy is it that during the weeks before and after the Super Bowl TV commercials have become something marketers, pundits and consumers seem to care about?

How come during the other 8,755 hours of the year commercials are muted, hopped over or serve as break to run to the fridge or the john?

What makes us want to go to the fridge or john during the football game on Super Bowl Sunday – so we don’t miss the commercials?


Are consumers generally excited to watch TV commercials? In a word, no.

Does Coke have to spend $7.5M on a 60-second commercial (that no one liked) or it will lose market share to Pepsi or bottled water? Nope.

Who cares which spots were the most fav of the Today Show team? Not me.

Brands market their product or service to gain consumer awareness and to sell. Pure and simple. Does having a TV commercial during the Super Bowl achieve those objectives. Perhaps – but not assured.

One of the acclaimed spots of the 2012 Super Bowl was the little kid in the Darth Vader get up for VW is credited for a 24% increase in VW Passat sales. That’s impressive. And rare.

At the risk of sounding like a media grump I’ll say this – move on. TV commercials are not art, not culture and certainly not always a good use of money. TV commercials are about selling (not that is a bad thing) . But so are Powerpoint presentations.

Anybody care to spend over $3M for a 30 second ppt presentation during Super Bowl XLVIII?

2 Comments leave one →
  1. 02/05/2013 9:15 am

    That’s the thing that too many Super Bowl advertisers forget, it’s about selling products. They focus too much on the USA Today Ad Meter, twitter activity and other nonsensical measures. That’s why most fail so miserably.

    • 02/05/2013 9:41 am

      Selling is basic. Basics are boring to most marketers. But basics butter the bread. Thanks for weighing in!

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