Money Spent on Super Bowl Ads Would be Better Spent on Audio

Written By

Liz Iversen

Published On

Tuesday, Feb 09
superbowl sign

Television advertisers paid an average of $5.5 million for a 30-second spot during the Super Bowl. That money would go a long way with audio — and be better spent. Here’s why.

“What you can get from a Super Bowl ad versus a podcast campaign are very different,” said Veritone One Senior VP of Strategy & Investment Conor Doyle.

“With the Super Bowl, you are getting massive reach and exposure. With podcasting, you are getting something deeper. If you poll somebody who saw an ad for a brand from the Super Bowl versus someone who listened to an ad on a podcast, I think the recall and engagement with that ad would be much greater in podcasts.”

While Super Bowl ads get a lot of attention, their effectiveness as a marketing tool may be overestimated. For the price of a Super Bowl ad, a marketer could run an annual podcast campaign. And research shows that podcast listeners pay more attention to ads than TV viewers. 

Podcasting has proven itself a resilient medium for advertising, and the Interactive Advertising Bureau and PwC predict the industry’s revenue will exceed one billion dollars in 2021. There’s never been a better time to invest your advertising dollars in podcasting. To learn more, contact SMI today.

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