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February 11, 2010
Super Bowl Ads a Super Waste
You can find a lot of poll results about the super bowl ads. But if you're a direct response advertiser, you're looking for some ROI calculations.
You won't find them. The ROI is negative. Shareholder value is destroyed.
There is R generated, just not in terms of sales or profits to shareholders.
Which got us thinking...who get's the R? Let's see....
Those of us watching got some R because we were entertained. Talking babies, shoes that make you lose weight, dog shock collars.... and Coke finally revealed one of life's biggest secrets: we can actually "drink happiness"!! What more could you want? (so much for all that 'happiness is within' garbage) Of course we don't buy anything we see, but we do laugh and we don't miss the action of the football game so much. Hey, thanks.
The advertising agencies who made the ads got some pretty good R. They got a super bowl ad for their demo reel. And they get to tell people at their dinner parties how they duped some smarty pants CMO into spending millions on an ad that will lose money.
The TV network got some R, for sure. $2.6 Million for a 30-second spot. CBS is happy.
The news media outlets got some R because they write stories about the ads and the polls for a week afterward -- that attracts more eyeballs and therefore sells more advertising.
I'm sure there are more on the list of who get some R. Just don't tell the shareholders who made the I, because they aren't on the list.
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Outliers: The Story of Success, Malcolm Gladwell
Made to Stick, Heath & Heath
The Power of Persuasion, Robert Levine
Influence: Science & Practice, Cialdini
Words That Work, Frank Lutz
My Life in Advertising and Scientific Advertising, Claude C. Hopkins
Or Your Money Back, Alvin Eicoff
Being Direct, Lester Wunderman
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