The hype around Super Bowl 50 advertising began recently as CBS’ Leslie Moonves announced that the cost for a :30 spot will increase to $5 million, up significantly from the $4.5 million 2015 rate. Also this week, NBC Universal announced projections of over $1 billion in ad revenue for the 2016 Summer Olympics.
While both events are the highest of high-profile, must-watch sporting events, the opportunities presented to advertisers differ greatly. The odds of the investment in a Super Bowl spot generating changes in perceptions and purchase intentions for the advertised brand are less than one in four. There are several reasons for this, not the least of which is a direct outcome of the pressure advertisers feel to make a huge splash from a single exposure. Many marketers try too hard to entertain, forgetting that the narrative of the commercial must in some way elevate the brand.
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