Super Bowl. As you may aware it’s one of the biggest sport event in United States. And what follows them is company for doing their commercial Ads. According to an article in CNN a 30 spot Ads in Super Bowl cost is 4.5 million dollars. Is it worth of the investment?

Reason #1: Your Product May Not Relevant 

Although there are 111 Million viewers during the game, does these 111 million will buy your product upon watching your Ads? Does these 111 Million relevant with your brand? Probably not. As a result it may become just ‘Spray and Pray’. If you notice (well it’s good if you are) in this year, there is Quicken Loans which basically an application to help you to manage your loan. Does this product relevant? Of course not.

Who want to discuss about the Loan when you watch a game?

 

Reason#2: It’s big amount of money. What about ROI?

Let’s make simple Math calculation on Wix.com Ads in this year

• There are 111 million viewers, just assume in normal condition 1% will people will do action, perhaps visiting website.  So it’s going to be around 1 million will go to Wix website.
• Then out of these 1 million people, 1% will finally subscribes on Wix Premium. So total 10,000 new customers is acquired
• Subscription fee is 150 USD  per person, if we multiplied  by 10,000 new customers, the revenue will 1,500,000 USD

So do you think the result is good enough to justify 4,5 million investment?

Reason #3: It May Not Relevance With Your Target’s Buying Behavior

What’s matter in product marketing is target’s buying behavior. I give you example. What exactly you do when you want buy a car? First thing first you are going to research in internet, Look at the design, look at the tires, call you friend perhaps asking their recommendation.

Now are you going to buy car because of super cool Ads? Of course not. Do you imagine that people come to car dealer “hey I want your buy car because of your ads in Super Bowl was cool,  I wanna buy”.

Reason #4: People hardly remember, competition is fierce out there.

Imagine there are bunch of advertiser putting some ads in 30 seconds, same model, same concept. People won’t get remember anyway. Related to car advertiser,  in this year Super Bowl there are plenty of car manufacturers, for example KIA, Toyota, Mini you name it. Do you think one is standout to another? Well I bet you are not.

Reason #5: Shifting the Essence of Ads: Sales Conversion

We all knew that in the end of the day the ultimate goal of this Ads is Selling-point. While mostly company are focusing on the creativity of Ads, it’s hardy to convert it to selling. An article in Business Insider saying that most of the company forgot the second A in AIDA  (Attention Interest Decision Action) . They may grab attention but people won’t buy. In 1984 Wendy’s  put Super Bowl, “Where’s The Beef”. Although people love the ads in the end Wendy’s sales revenue is not picking up after the ads. What missing was the sales action.

 

Conclusion: Although, we know Super Bowl ads is big money the result is still questionable. There is also some good results of Ads from Super Bowl. For example Old Spice Ads which in end drive conversation and sales. But you know what the case of Old Spice it’s just one in million. Old Spice also topped their Super Bowl ads with tremendous marketing activities after the game show. This is exactly what other company must do.