PETER R. ORSZAG: $5 million for a 30-second Super Bowl ad? This is why it's worth it
'One beer manufacturer earns almost $100 million more because of its ads - far more than what the ads cost'
01 February 2018 - 08:08
A 30-second ad that airs during this weekend’s Super Bowl, viewed by an estimated 100 million Americans, will cost more than $5 million. Does that amount to overpriced entertainment, or do these ads generate big sales? In many cases, it seems the ads more than pay for themselves. Many marketing experts say Super Bowl ads are much less cost effective than other advertising, based in part on survey evidence. In one study, researchers interviewed consumers before and after a Super Bowl and found that very few ads led to increased purchases or even boosted viewers’ intention to buy.
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Subscribe now to unlock this article.
Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).
There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.
Cancel anytime.
Questions? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now.