It’s that time of year when everyone tunes in to see one of the largest sporting events, or in my case, to watch the commercials. The Super Bowl is a marketers dream. In the age of DVR, it is the one time that consumers actually watch the commercials. We get to sit back, watch and most importantly, analyze. Was it creative? Did it capture my attention? Was it effective? Do I even know what the advertisement was for? And they paid how much for that 30 second spot?
This year, the recession is affecting the Super Bowl, just like it is affecting every other area of American life. NBC had trouble filling the available ad space during the Pittsburgh-Arizona game because most companies are too cash-poor to pay for the multi-million-dollar-per-minute fee. General Motors, FedEx, and several other companies have pulled their scheduled ads this year because they do not have the money to justify buying such expensive ad space.
Despite the economy, Doritos, Coca-Cola, Pepsi, and Monster.com, among others, will have advertisements during this year’s Super Bowl.
Case study after case study shows that brands that invest in marketing and advertising during recessionary times gain marketshare and grow exponentially once the market turns around (which it eventually will). With less noise in the marketplace, those that advertise gain share of voice and in turn, share of mind.
We’ll just have to tune in and see if Monster.com’s millions of dollars for 30 seconds is worth every penny.
In celebration of Macintosh’s 25th anniversary, here is their commercial that ran during the 1984 Super Bowl: