A few weeks ago, some of America’s largest brands took a $5 million gamble to try to move us emotionally. Some of the commercials were funny. One or two were inspiring. More than a handful were heavy-handed. But for Super Bowl commercials, few were truly super.
Before we go much further, let’s stop and really think about the cost of a Super Bowl spot.
Five million dollars.
That’s how much a 30-second placement on Fox costs – $166,667 per second.
Most of us will never have the chance to gamble with that much money.
Keep in mind that the media cost doesn’t cover production at all. For example, M&M Mars, owner of Snickers, had to pay BBDO to hire Adam Driver and a number of other actors (who were good enough to carry an intentionally bad live commercial); build a set; hire animal trainers, stunt coordinators and pyrotechnicians; and then broadcast the thing live.
Is the exposure worth the risk and money?
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