Super Bowl Advertising: What About The Rest?
The definition of advertising, according to the American Dictionary, is “bring to public notice”. Most of the time I will tell you advertising should not necessarily be considered “public notice” unless it is advertising that is substantially new or different in advertising method, advertising message, or both.
In spite of this the advertising that the largest percentage of consumers are exposed to continues to consist, predominantly, of fundamentally the identical type of unchanging advertising methods and messages. And, fortunately or unfortunately, consumers tend to ignore that type of advertising.
Why? Because such advertising is no longer anything consumers do not already know considering the advertising message was most likely delivered to them using virtually the exact same method yesterday, and the day before, and the day before that ad infinitum.
Think about it. Advertising on television is some of the most expensive advertising money can buy, but, in spite of this, how many times do you actually stay attentive and in the room when television commercial advertising airs?
That is my point; one of them at least. The average consumer has been “walking out” on advertising for years; it is not new and no longer captures the consumer’s attention. In a very real sense it is no longer advertising.
So how do you get real advertising? In the Chicagoland and East North Central Region, for instance, the right advertising project, marketing event, or publicity campaign may start at $5,879 depending on other factors and all the way up to millions with minimal or no dependence on other factors.
Here I am referring to advertising that is well within the reach of the countless number of small to moderately large businesses that still make up the largest percentage of businesses in just about any given region, including Chicagoland.
I am not necessarily referring to businesses that can easily afford to spend 2.7 million dollars exclusively for a 30 – second Super Bowl advertising spot.
Based on my observations the largest percentage of Super Bowl advertising businesses are doing Super Bowl advertising “because they can” and for the “novelty” of it not because they are depending on their 2.7 million dollar 30 – second Super Bowl advertising spot to bring them an overwhelming number of new customers or clients the day after the Super Bowl.
Besides, even if Super Bowl advertising cost US $265,349 there would not possibly be enough room for all the businesses who would want to advertise during the game.
We are concerned with businesses that need advertising that is effective, efficient, and affordable. A 2.7 million dollar 30 – second Super Bowl advertising spot is probably none of those things for most small to moderately large businesses.
Think about it. Do huge numbers of consumers routinely change beers, switch web hosts, or buy a laptop computer based on a 2.7 million dollar 30 second Super Bowl advertising spot that happens once per year? Probably not.
And, personally, I do not think even a minor percentage of consumers would be motivated to buy a Ford based on a 2.7 million dollar 30 – second Super Bowl advertising spot. Many such advertising spots for “tough trucks” are just entertaining “novelties” that bear little relation to what uses the largest percentage of consumers have in mind for a truck.
Although we might have something statistically significant if that 2.7 million dollar Ford Super Bowl advertising spot features Danica Patrick.
I am certainly not saying that consumers should not buy Ford cars and trucks nor am I saying that Ford trucks are not tough.
What I am saying is that I can not escape the conclusion that Ford buys 2.7 million dollar 30 – second Super Bowl advertising spots “because they can”, because they “close their eyes and hope” that millions of consumers will rush out and buy a Ford the day after the Super Bowl, and because they somehow feel it is expected of them.
If Ford wants to effectively and efficiently spend 2.7 million dollars on advertising and marketing, other than or in addition to what they are doing with Super Bowl advertising, then, shamelessly, I would suggest they contact me.
The largest percentage of people who watch Super Bowl advertising are certainly not doing so to find a new company to get products and services from. They are watching for the “novelty” of the advertising AND because watching has become a Super Bowl tradition.
They are not sitting there, on the day of The Big Game, watching Super Bowl advertising and thinking “I can’t wait to go get that new Dell tomorrow so that I can build a website using that web hosting company that paid 2.7 million dollars for 30 – seconds of Super Bowl advertising.” They really aren’t.
They might, however, show statistically significant interest in the web hosting company whose Super Bowl ad was rejected even if Danica Patrick was not part of the package.
Sure consumers may look at Chase bank or drink another Pepsi-Cola or Gatorade after seeing the 30 – second 2.7 million dollar Super Bowl advertising spot for those products.
Britney Spears probably did move a lot of Pepsi-Cola.
They may even be likely to buy Gatorade G2 after watching Derek Jeter star in a 30 – second 2.7 million dollar Super Bowl advertising spot.
But it does not necessarily take a 2.7 million dollar 30 – second Super Bowl advertising spot to get consumers to do things that they would otherwise do without much motivation anyway.
And, no, most consumers do not need to be flooded with 2.7 million Super Bowl advertising dollars worth of motivation, in 30 seconds or less, to try Chase, drink a Pepsi, or imitate Derek Jeter.
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