"Advertisers giving 110%; Super Bowl amid recession poses special challenges" by Brian Steinberg, Globe Correspondent | January 31, 2009
What must Super Bowl advertisers do to get the most out of 30-second commercials that could cost as much as $166,000 for every tick of the clock? This year, they will have to do much more than dazzle.
Related: Corporations Punt on Super Sunday
Advertisers in Super Bowl XLIII, set to air on NBC tomorrow from Tampa, face a conundrum: Their ads will be festooned with special effects, good humor, and smiling celebrities. But viewers are beset by a roiling stock market, plummeting home prices, and news of corporate layoffs.
Marketers face "the combination of a no-big-name matchup, the terrible economy, elevated expectations for marketing return on investment, and a growing sentiment against irresponsible spending," said Joe Grimaldi, chief executive of Wenham's Mullen agency.
With NBC securing between $2.4 million and $3 million for 30 seconds of ad time on this year's broadcast - not to mention the approximately $1 million to $2 million that ad executives estimate it costs to produce each half-minute extravaganza - the pressure is on for the commercials to do more than just raise eyebrows or spark blog chatter.
Isn't there a BETTER WAY to spend that money?
So here's a couch potato's guide to highly anticipated spots:
You know what? I DON'T CARE!!!
I despise INANE, DUMB-DOWN ADVERTISEMENTS by corporations that WASTE MONEY!
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Also see: 'Super' Sunday
