The 46th annual NFL Super Bowl will be taking place on Sunday, February 5th, 2012, culminating the 2011 NFL season. Kickoff time is slated for 6:25pm EST. That, pretty much most red-blooded men know.
But are you ready for the TV commercials that cost on average, $3.5M per 30 second spot?
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It’s that time of year again… the playoffs are here, and soon the Super Bowl 46 will be on those big screens.
When all is said and done, after “the best of the best of the best*” tackle each other in the Super Bowl, “There can be only one!*” One winner. One Super Bowl champion. (They call them world champions, but I think they’re getting a bit liberal with that term!)
But prior to the Super Bowl, the game itself takes a backseat to something more important, and that’s the TV commercials between sets and quarters.
The TV ads that play during the Super Bowl have become a fascinating focus of both the fans and the media. And it’s such a hot bed of business that by May of 2011, NBC had already sold half the TV commercial spots available.
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The Ads Were Fun When We Were Surprised
Fans used to love the ads and because we made such a fervor about them, the media and the advertisers have taken advantage of that mentality.
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At one point in time, the TV commercials that ran during the Super Bowl would amaze and tickle the funny bone. Then suddenly the ads for the Super Bowl became something more as someone had the great idea to capitalize on the ads impact on the viewers. Face it, at one point they were so funny that they took on a life of their own. Heck, it’s my wife’s birthday and she wants to be home for the Super Bowl to see what ads play. (Yes, I’m lucky that way!)
But the last few years, as expectations were built up the let-down factor had been pretty high as far as I’m concerned. Hence, the pressure is on for the commercial makers to try and create something memorable. That’s the challenge anyway in creating an ad, but for the Super Bowl, ads are held to a much higher standard.
At some point, it is possible that this hoopla about the TV commercials will fade. Consider this:
With 30-second commercials in the past costing up to $2.8 million, this year’s estimates suggest that the ad-time is around $3m per 30-second spot. But if the ads don’t pay off and end up as entertainment disappointments, will this hurt the advertisers? Or will our going on and on about them give them the value they were looking for? My first guess: As we chat about them, like in this article, it helps. But the bottom line is what going to count for the advertisers dropping this kind of money on the Super Bowl.
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