Eye watering advertising costs may have become de rigueur during America’s foremost sporting spectacular, the Super Bowl, but that does not mean they are excessively expensive, according to BBDO’s worldwide head of strategy.
Speaking to Admap James Miller conceded that whilst costs of $4.5m for 30 seconds would give most cause to balk it actually represents good value when factors such as CPM and audience engagement are taken into consideration.
Miller said: “It's no longer all about the game. Advertisers now focus on the 30 or 60 days preceding the game, not 30 or 60 seconds during it.
“In this new world, where a 30-second ad can be the keystone of a 30- or 60-day campaign that delivers an audience like no other, the Super Bowl may be the best value in town.
“Where once advertisers got 30 seconds of glory that they might be able to extend if they created just the right ad, now they can all but assure themselves of 30 to 60 days of big marketing hype built off the same 30-second ad.”
Pointing out that many viewers tune in to watch the adverts as much as the on-pitch action Miller added that the game has been revolutionised by social media and other digital channels to offer advertisers rare access to a live collective viewing experience.