We're just a few days away from the Big Game and the commercials are already starting to take center stage. You can already take a look at the vast majority of the spots that will run Sunday, but I like waiting to see the spots in game. It's kind of like waiting to open your presents Christmas morning, and we always get a kick out of watching them as a family.
With a reported cost of $5 million for a 30 second spot, plus the cost of producing and marketing the spot, the level of investment of being part of the largest single day sporting event is now seemingly limited to the very few. It's logical to increase their impact by adding layers and pushing them in other channels to maximize the value of the spend and for some it becomes a key thematic element of the ad strategy after the game. This puts all the more pressure on ad agencies and companies to "get it right" when it comes to the Big Game.
I think this is why the Big Game ads have become the spectacle they are in the marketing world. It started as something for the non-football fan to look forward to during the game and now has become as contested and critiqued as your weekly reality show. Ad agencies execs and marketers of all disciplines comment on the quality, cleverness and overall impact of the ads much like the sports analysts offer insight on the game that's played. Gone are the days of airing the ad and seeing the number of impressions you got, how much beer you sold and how many people laughed. With costs as high as they are these days the stakes around what your company projects on that big day certainly go up with them.
I hope you enjoy what happens between the Big Game broadcast this year. I'm sure it won't be short of opinions.