Daily Archives: January 28, 2008

NFL Noise: It’s That Time of Year Again

Super Bowl commercials.

Companies banking on Super Bowl ads

By SETH SUTEL, AP Business Writer Sun Jan 27, 2:39 PM ET\

NEW YORK – The story lines are unabashedly goofy. Cavemen invent the wheel to transport a beer cooler made of stone, and a car buyer enlists the help of a tribal warrior in case he needs some extra negotiating leverage at the dealership.

For most of us, Super Bowl ads make fine entertainment. But for the advertisers who make and buy them, Sunday is white-knuckle time.

The blogging boom has created crowds of armchair critics; the price for a 30-second spot is up again, to $2.7 million; and a writers strike has wiped out many other opportunities to reach mass audiences by putting scripted dramas like “Desperate Housewives” on hold.

Even against odds like these, many major marketing powers and even a few first-timers couldn’t resist the opportunity of reaching more than 90 million people in a single shot — something that’s increasingly hard to do in any medium.

Advertisers still love the Internet for its ability to deliver measured results from click-throughs and carve audiences into tiny segments. But only the largest of television’s “events” — such as the Super Bowl, the Olympics, the Oscars and the Grammys — have the muscle to pull in tens of millions of people in real time.

“There are so few media vehicles out there that reach that size audience that there’s still a big value in not only reaching so many people but in such an engaging manner,” said Andy Donchin, director of national broadcast at Carat, a major buyer and planner of advertising.

Add the extra buzz created by the possibility of the New England Patriots making history with an undefeated season, and advertisers have a lot on the line. The placement is great if they have a winning ad, not so great if the ad tanks. Last year’s viewership of 93.2 million was close to the all-time record of 94.1 million set in 1996, and many believe that record could be surpassed this year.

 

Read the rest here.