DOES A $3M SUPER BOWL AD MAKE SENSE IN A RECESSION?

DOES A $3M SUPER BOWL AD MAKE SENSE IN A RECESSION?

Three million dollars for a 30-second television spot seems ostentatious when times are good. For marketers and consumers alike, it appears almost reprehensible when people talk in the currency of economic doom and gloom. So it isn't surprising to see big-name advertisers backing away from Supe...

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Veröffentlicht in:Advertising Age 2009-01, Vol.80 (1), p.17
Hauptverfasser: Calkins, Tim, Rucker, Derek D
Format: Artikel
Sprache:eng
Schlagworte:
Advertising
Economic conditions
Employees
Marketing
Media planning & buying
Professional football
Recessions
Sports marketing
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Zusammenfassung:Three million dollars for a 30-second television spot seems ostentatious when times are good. For marketers and consumers alike, it appears almost reprehensible when people talk in the currency of economic doom and gloom. So it isn't surprising to see big-name advertisers backing away from Super Bowl XLIII. Advertisers face a unique set of challenges this year -- challenges that make deciding on a Super Bowl ad buy all the more difficult. The cost of entering the Super Bowl is always something that should give brand managers pause. This year managers thinking about a Super Bowl ad buy should focus more than ever on having dear objectives broad appeal and high news value.
ISSN:0001-8899
1557-7414