Saturday, February 02, 2019
How Effective Are This Year’s Super Bowl Ads?
It's just two days until Super Bowl kickoff, and we thought you’d find this Research Business Daily Report analysis of the high-stakes, big-game commercials of some interest. https://youtu.be/2pcwnRq1HsM
Brand Keys was privileged again this year to share our emotional engagement-based evaluations of this year’s ads, which will be seen by what’s estimated to be, 150 million viewers. That’s a lot of eyeballs!
We would, however, point out that we have a slightly different perspective than some of our colleagues regarding ad effectiveness. We’re not as concerned with how much consumers “like” the ads, or how many viewers are out there. Oh, and if it seems someone passed a Super Bowl Full-Employment Bill for Celebrities this year, you’re not far off, although that doesn’t guarantee ad success!
No, we’re far more concerned with ads’ effectiveness in creating real brand engagement and, ultimately, generating sales and profits. At $5.3 million for thirty seconds of air time + millions of dollars in production costs, a laugh, a sigh, or a tweet alone isn’t really an acceptable return on a budget spend this big. Getting Boomers to hum along with Bob Dylan may bring back memories, but it doesn't sell more product!
Given that this is the Super Bowl we’re talking about –– we’ll close with a thought that might be worth advertisers and brand remembering:
There is no ‘I’ in ‘team,’ but there is one in ‘Return-On-Investment.’