As a native Atlantan, I still get queasy every time I have to look at Tom Brady's comeback from Super Bowl LI. So the thought of watching the Patriots play the Eagles on Sunday night with(I'm guessing here) 20 cut backs to last year's disappointing loss is not high on my to-do list. However; as the owner of an
Atlanta advertising agency, the Super Bowl is a must see event. The popularity of the :30 television spot is starting to wane. This is a chance to celebrate the medium and make some advertising magic happen. This year's spots cost $5.5 million noting a 52% increase over the past five years. The audience has remained the same size at 112MM for the same period of time. This translates in companies paying an average cost of $49 per thousand for this audience. An average prime time network spot on any other day is about $23 per thousand and that number has come down recently. Why do brands think this is worthwhile?
- They have been in the game so long that an absence would cause damage
- The game is the only broadcast that will deliver over 100 million viewers
- The game is the perfect launch vehicle for new brands or position.
- The online play can double your exposure
- The ads are part of the broadcast gathering
In todays fragmented media world, all these things add up to guaranteed exposure and message absorption. There are not many opportunities like that today.
The only Atlanta advertiser I am aware of this year is Coca Cola. They have been a long time advertiser and have invested over $141 million since 1995. No Atlanta ad agencies have spots in the big game.
May the best team be the Eagles!
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