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  • What We Do
  • Our Approach
  • Clients
  • Marketing Services
    • Website Design and SEO
    • Video Production
    • Content Marketing
    • Keyword Advertising
    • Graphic Design
    • Social Media Marketing
    • Mobile App Development
  • Contact Us
February 2, 2012

Is the price of a Super Bowl commercial too high?

  • Posted By : Mark Didas/
  • 0 comments /
  • Under : Branding, Buzz marketing, General, Social media

Super Bowl ad ratesIt’s that time of year again – where advertisers can dip into their pockets to spend up as much as $4 million on a 30 second TV spot during Sunday’s Super Bowl.  However, the average cost is only $3.5 million.  That’s a rate of about $120,000 per second. Is this too much money to spend?  What is the threshold?

All things considered, this is the one opportunity each year to reach more than half the total US population.  Last year the “total number of viewers watching at least some part of the game also set a new record with 162.9 million” in the US.

So how do you accurately put a price tag on the massive audience at your fingertips?  Another way to analyze this is to say advertisers are only paying 21 cents per person to reach 162.9 million people (3.5/162.9).  For large car manufacturers, beverage and stack companies that seems like a small price to pay to introduce a new product and/or strengthen their brand.  Depending on the overall marketing objectives, 21 cents per head could be money well spent if executed flawlessly.

Typically we see humor injected into these Super Bowl ads.  In fact, a large percentage of people tend to watch the game for the commercials rather than the game itself.  A memorable Super Bowl ad can stand the test of time and dramatically increase a company’s visibility and brand recognition.  In the past we have seen successful examples of small/startup companies which have hit it big with Super Bowl advertising results.  Companies like eTrade, GoDaddy, and Monster were all able to leverage success during Super Bowl ads to help catapult their businesses.

As always, it’ll be entertaining to watch the commercials – even though many of therm are available online ahead of time.  Hopefully the game will be close and competitive as well… go Giants!


February 7, 2010

Doritos best Super Bowl ad for first half

  • Posted By : Mark Didas/
  • 0 comments /
  • Under : Branding, Buzz marketing, Social media

The Doritos ad with the boy slapping his mother’s date was the most memorable during the first half.  It was simple, witty, and effective.

While Anheuser-Busch had several good ads for Bud Light and the human bridge for Budweiser beer, I think the Doritos commercial had more stickiness and will stand the test of time.

I’d be curious to hear other thoughts. Do you disagree? Was there a better commercial?

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Anheuser–Busch

February 7, 2010

Vote for your favorite Super Bowl ad

  • Posted By : Mark Didas/
  • 0 comments /
  • Under : Branding, Buzz marketing, Social media

YouTube Adblitz 2010YouTube’s AdBlitz channel is allowing everyone to comment and vote on their favorite Super Bowl commercial.  In case you need to grab a cold beverage and miss a commercial during tonight’s game, you can always access YouTube and watch the commercials immediately after they are aired.  The YouTube community will decide the best commercial which will air on YouTube’s homepage on February 18th.  It’ll be interesting to see if the online community agrees with industry experts.

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February 3, 2010

Colts, Saints or Super Bowl Commercials

  • Posted By : Mark Didas/
  • 0 comments /
  • Under : Branding, Buzz marketing, Social media

GoDaddy Nikki Cappelli Super Bowl AdAs many of us prepare for the upcoming Super Bowl XLIV this Sunday, one question stands out: why are you watching?  Are you cheering for the Colts and Peyton Manning?  Are you routing for the Drew Brees and the Saints to win the first championship for New Orleans?  Those would be the obvious question… but it’s estimated that perhaps even more people will be watching for the commercials. Yes, that’s right… rather than grab a new beverage or use the bathroom, during the Super Bowl, it’s tradition to sit tight and enjoy the commercials.  After all, if companies are willing to pay $3 million dollars for a 30 second spot, they must have something worthwhile to say, right?

CBS sold out of all of their slots last week.  That is remarkable.  Typically there are available slots right up until a day or so before the event.  Advertising Age has a good run down of all the advertisers you can expect to see during the big game.  We’ve all heard and read about the ManCrunch, Pro Life, and iPad controversy.  Perhaps the most surprising name absent from the list is Pepsi.  Pepsi has been a longtime sponsor of the event, but has decided to focus their “Refresh” campaign efforts to online and social media marketing.  This will be an interesting experiment and we’ll be watching closely to see how this plays out for Pepsi.  It also could be a trend for other large corporations to follow suit.

While I’ll be cheering for the Saints, I’ll also be following along with all the commercials to see who can create the most memorable spot.  Maybe next year waveSpawn will be running an ad…

. buy a paper for college


January 29, 2010

Apple iPad gets involved in Super Bowl ad drama?

  • Posted By : Mark Didas/
  • 0 comments /
  • Under : Branding, Buzz marketing, Social media

We were curious what it would be like if Apple entered the Super Bowl frenzy with all the buzz over iPad.  It might be the peak time for Steve Jobs to keep riding the wave.  Since the actual reveal of the iPad was somewhat anti-climatic, could Apple create more buzz with a 30 second spot in the Super Bowl? After all, there is already a ton of controversy with Tim Tebow and ManCrunch. Should Apple buy a $2.5 million spot for iPad?

What do you think?  If you were the creative director in charge of Apple’s 30 second commercial for iPad, what would you do?  We want to hear from you…

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