Is a Super Bowl Ad a good or bad investment for your brand?

A few years ago, I would have said that “the NFL can do no wrong”. With all that has gone wrong in the past few years, I will now alter that statement to say “the NFL can do a lot wrong and still get away with it”. This year’s Super Bowl will be charging up to $5 Million for a 30 second TV ad. As a Brand Leader, you should balance your media choices by looking at media efficiency, quality, impact and fit with the brand.

Media Math

The efficiency of the media math starts with reach and frequency. Reach is the number or percent of different household or persons the ad will be exposed to at least once, over a specific period, while frequency is the number of times that household or person who are exposed to the ad within a particular period of time. Be careful relying on efficiency alone, balancing the efficiency with the quality of the media choices.

Be careful getting too fixated on efficiency. I always set aside about ten percent of my media budget to drive high impact to can create early attention to a new campaign or look at an innovative media choice that matches up to the innovation I might be launching.

Budget is always a good starting point for your media planning. You should think of media decisions as a business investment, that you feel you can move consumer along their journey and put your brand on a pathway to higher growth, more power, and profit. So, what are you investing behind?

NFL Ad Rates

While all the news about the NFL this year sounds crazy, the question we should be asking: “Is advertising during the Super Bowl a good investment for a brand?”

 

sb-ad-rate-vs-sp-500

I don’t have an updated chart, but in the past 12 months, the stock market is way up, while the NFL viewership is down 7%, even though we are being told that advertising dollars are still strong for the NFL.

Super Bowl versus The Big Bang Theory

One of the most highly rated TV shows is the Big Bang Theory, recently drawing 17 million viewers and charging approximately $350,000 for a 30-second spot for a media cost of 2.1 cents per viewer. Arguably, a TV ad run during the Big Bang Theory will be part of a 12-week campaign, allocating the cost of production over that 12 weeks, increasing the total cost per viewer up to 2.2 cents per viewer. 

The Super Bowl is expected to draw 125 million viewers, charging $5,000,000 for a 30-second spot for a media cost of 4.2 cents per viewer. A Super Bowl ad will be the first and likely the only time that ad is run, which means we would have to add in the production costs for the Ad, moving the total cost up from $5 million to around $6 million (assumes a production cost of $1 million, but could be up to $5 million), which increases the total cost per viewer up 4.8 cents per viewer. 

Super Bowl Consumers are Paying Attention to the Ads

I would argue that a well-done Super Bowl ad brings a Bigger Impact on the market. First, with the Super Bowl ads, many people now “watch the ads” as much as they watch the games. If you assume that the consumer engagement on the Super Bowl ads is double the Big Bang Theory, then we have a relative tie in the cost per viewer. On top of that, the Super Bowl ads that go viral add another 10-30 million viewers after the game, making the total cost per viewer much more efficient. We aren’t even measuring the talk value at the lunchroom table on Monday when people gush over the cuteness of the Budweiser dog or laugh as they re-tell the Doritos ad. 

Compared to other video media options, the Super Bowl ads at 4.8 cents per viewer are still cheaper than the 7.5 cents per view that YouTube charges or the 9 cents per view that Facebook charges.

When to use a Super Bowl Ad

Marketing Execution has to make your brand stronger. It has to create a bond with consumers who connect with the soul of the brand, it establishes your brand’s reputation based on a distinct positioning and it influences consumers to alter their behavior to think, feel or act, making the brand more powerfully connected, eventually leading to higher sales, share, and profit. Too many ads on the Super Bowl seem to be playing the game, hoping that broad awareness helps your brand. To me, broad awareness is never enough of a reason to spend money. When I was running marketing teams, and someone came to me with “drive awareness”, I’d cross it out and ask for something more.

4 reasons you should advertise in the Super Bowl

  1. You are already a beloved brand, that can connect with your consumer base to make them feel more emotionally connected to your brand so that you tighten the bond further. This tighter bond will help drive further growth and profits in the future.  
  2. You are an established brand, with a significant product launch or a new brand positioning that you want to draw quick attention to, knowing that it will trigger the search and potential purchases.  
  3. You are an impulse product that could use advertising to trigger those consumer impulses during the game. This would be the fit for the Snickers or Doritos marketing strategy, so consumers want more. You can use the Super Bowl as the kicking off point to a new campaign that you might run all spring. 
  4. The other reason for Super Bowl advertising might be to keep up with your competition. Last year, there were 10 car brands that advertised, many didn’t break through. 

Bad Creative makes it a completely wasted investment

Every year, you can divide the Super Bowl ads into three groups. There will be 10% great, 40% good and 40% really bad. If you are in the last two groups, your investment will not pay off.

With a highly engaged Super Bowl crowd, you cannot just show your average TV ad, or you risk being booed at a Super Bowl Party like this spot by a very small brand, Jublia, for foot fungus. Boring product demos?  On the Super Bowl?  Really. Wow. They should have saved this type of Creative for 3 am on CNN when no one is watching. Can you imagine spending $5 Million on this?

Another bad ad came from “Go Daddy” a few years ago. I will say this brand takes a lot of chances, however, this one is not based on the right insight. Everyone, including small business people, is watching the game. No consumers ever want to be portrayed as the lonely loser. 

 

A Super Bowl ad can be a great investment for the right strategy and execution

At Beloved Brands, we run workshops to train marketers in all aspects of marketing from strategic thinking, analysis, writing brand plans, creative briefs and reports, judging advertising and media. To see a WORKSHOP ON MARKETING EXECUTION, click on the Powerpoint presentation below:

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth and profitability you will realize in the future.

The best solutions are likely inside you already, but struggle to come out. Our unique engagement tools are the backbone of our strategy workshops. These tools will force you to think differently so you can freely generate many new ideas. At Beloved Brands, we bring our challenging voice to help you make decisions and refine every potential idea.

We help brands find growth

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a big idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand. Finally, the big idea must influence employees to personally deliver an outstanding consumer experience, to help move consumers along the journey to loving your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources. We work with your team to build out project plans, creative briefs and provide advice on marketing execution.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

We make Brand Leaders smarter

We believe that investing in your marketing people will pay off. With smarter people behind your brands will drive higher revenue growth and profits. With our brand management training program, you will see smarter strategic thinking, more focused brand plans, brand positioning, better creative briefs that steer your agencies, improved decision-making on marketing execution, smarter analytical skills to assess your brand’s performance and a better management of the profitability of the brand.

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

Beloved Brands Graham Robertson

Is a Super Bowl Ad a good or bad investment?

A few years ago, I would have said that “the NFL can do no wrong”. With all that has gone wrong in the past 2 years, I will now alter that statement to say “the NFL can do a lot wrong and still get away with it”. This year’s Super Bowl will be charging up $5 Million for a 30 second TV ad. While that sounds crazy, the question we should be asking: “Is advertising during the Super Bowl a good investment for a brand?”

sb-ad-rate-vs-sp-500

 

 

Super Bowl versus The Big Bang Theory

The #1 current network TV show is the Big Bang Theory, recently drawing 17 million viewers and charging approximately $350,000 for a 30-second spot for a media cost of 2.1 cents per viewer. Arguably, a TV ad run during the Big Bang Theory will be part of a 12-week campaign, allocating the cost of production over that 12 weeks, increasing the total cost per viewer up to 2.2 cents per viewer. 

The Super Bowl is expected to draw 125 million viewers, charging $5,000,000 for a 30-second spot for a media cost of 4.2 cents per viewer. A Super Bowl ad will be the first and likely the only time that ad is run, which means we would have to add in the production costs for the Ad, moving the total cost up from $5 million to around $6 million (assumes a production cost of $1 million), which increases the total cost per viewer up 4.8 cents per viewer. 

I would argue that a well-done Super Bowl ad brings a bigger Impact on the market. First, with the Super Bowl ads, many people now “watch the ads” as much as they watch the games. If you assume that the consumer engagement on the Super Bowl ads is double the Big Bang Theory, then we have a relative tie in the cost per viewer. On top of that, the Super Bowl ads that go viral add another 10-30 million viewers after the game, making the total cost per viewer much more efficient. We aren’t even measuring the talk value at the lunchroom table on Monday when people gush over the cuteness of the Budweiser dog or laugh as they re-tell the Doritos ad. 

Compared to other video media options, the Super Bowl ads at 4.8 cents per viewer are still cheaper than the 7.5 cents per view that YouTube charges or the 9 cents per view that Facebook charges.

When to use a Super Bowl Ad

Marketing Execution has to make your brand stronger. It has to create a bond with consumers who connect with the soul of the brand, it establishes your brand’s reputation based on a distinct positioning and it influences consumers to alter their behavior to think, feel or act, making the brand more powerfully connected, eventually leading to higher sales, share, and profit. Too many ads on the Super Bowl seem to be playing the game, hoping that broad awareness helps your brand. To me, broad awareness is never enough of a reason to spend money. When I was running marketing teams, and someone came to me with “drive awareness”, I’d cross it out and ask for something more.

There are 4 reasons you should advertise in the Super Bowl

  1. You are already a beloved brand, that can connect with your consumer base to make them feel more emotionally connected to your brand so that you tighten the bond further. This tighter bond will help drive further growth and profits in the future. Every year, Budweiser brings back their Clydesdale horses, which make them a very good investment. Last year, this spot was rated the #1 ad and generated 30 million additional YouTube views and two million Facebook shares.  
  2. You are an established brand, with a significant product launch or a new brand positioning that you want to draw quick attention to, knowing that it will trigger the search and potential purchases. The Dodge Ram farmer ads from two years ago attempted to re-establish Ram as the American pick up truck, as they battle with Chevy and Ford for that space. This beautiful ad jumped out among the others making it a very good investment for the brand. 
  3. You are an impulse product that could use advertising to trigger those consumer impulses during the game. This would be the fit for the Snickers or Doritos marketing strategy, so consumers want more. You can use the Super Bowl as the kicking off point to a new campaign that you might run all spring. For instance, Snickers used Betty White in 2010 to launch the idea of “You are not yourself when you don’t have your Snickers”. Five years later, they are still running that campaign, making it a great investment.  
  4. The other reason for Super Bowl advertising might be to keep up with your competition. Last year, there were 10 car brands that advertised, many didn’t break through. Here’s the Fiat ad that did rate as one of last year’s most loved by consumers. Highly creative but also tied in new news in the way of their re-launch.  

Bad Creative makes it a completely wasted investment

With a highly engaged Super Bowl crowd, you cannot just show your average TV ad, or you risk being booed at a Super Bowl Party like this spot by a very small brand, Jublia, for foot fungus.  Boring product demos?  Really.  Wow. They should have saved this type of Creative for 3 am on CNN when no one is watching. Can you imagine spending $5 Million on this?

Another bad ad came from “Go Daddy” last year. I will say this brand takes a lot of chances, however, this one is not based on the right insight. Everyone, including small business people, is watching the game. No consumers ever want to be portrayed as the lonely loser. 

 

A Super Bowl ad can be a great investment for the right strategy and execution

At Beloved Brands, we run workshops to train marketers in all aspects of marketing from strategic thinking, analysis, writing brand plans, creative briefs and reports, judging advertising and media. To see a WORKSHOP ON MARKETING EXECUTION, click on the Powerpoint presentation below:

We make Brands stronger.

We make Brand Leaders smarter.™

We offer brand coaching, where we promise to make your brand better by listening to the issues, providing advice that challenges you, and coaching you along a strategic pathway to reaching your brand’s full potential. For our brand leader training, we promise to make your team of brand leaders better, by teaching sound marketing fundamentals and challenging to push for greatness so that they can unleash their full potential. Feel free to add me on Linked In, or follow me on Twitter at @belovedbrands If you need to contact me, email me at graham@beloved-brands.com or phone me at 416 885 3911

Top 10 Super Bowl Ads of all time

Slide1I hope a few of these spots bring back some good memories for you and if there are any special ones missing for you, feel free to add them in the comments.  I really hate the latest trend where companies are releasing their ads the week before or for this year, two or three weeks before. Yes, that’s great for sharing on line. But I’ve already seen some of this year’s ads and seeing these ads on a small computer screen, on my own, at random hours isn’t as exciting as seeing them at a Super Bowl party.

As we get ready for this year’s game, here are ten great ads from Super Bowls past. Enjoy.

Coke “Mean Joe Greene” (1979)

Bit of that 1970s “cheese” for you, but I remember this one from my teens.  The spot has become as iconic as the drink itself.  

Apple 1984 (1984)

Great story of this ad in the Steve Jobs book–how the board never wanted to run it and they lied about the media commitment.  This was one of the first big Super Bowl ads, that changed the way advertisers saw the Super Bowl slots.    

McDonald’s Jordan vs Bird (1992)

This one had a lot of break through and left us with the phrase “nothing but net”.  

Cindy Crawford “New Can” (1992)

Not much needs to be said about this one, other than that they repeated this 10 years later and she still looked the same.  

Budweiser: WASSUP! (1999)

The simplicity of this one, but it really does capture a male-bonding insight of how guys do interact with their buddies.  

Snicker’s Betty White (2010)

Whatever Betty was paid, she’s made millions since because of this spot.  Quickly after this one, the power of a Facebook page demanded that Betty host Saturday Night Live.  A great little spot, one that Snicker’s has yet to fully capture in their pool outs on this campaign.   

Chrysler Eminem (2011)

I love the tone of this spot, perfect casting with Eminem–the rawness of his voice, attitude and authenticity.  The repeat in 2012 using Clint Eastwood was a good spot as well, but not quite up to the Eminem version.  “Imported from Detroit” is a very big idea. Love it.  

Budweiser 9/11 Tribute (2002)

Even after all these years, this one might bring a tear to your eye.  Months after the tragedy of 9/11, this one takes the American icons of Budweiser and the Clydesdales marching through the streets of America and gives a nice salute to NYC.  

Google “Parisian”

Beautiful ad that shows the power of Google as an enabling brand to your life.

Ram “farmer”

One of my fav ads of all time, and takes such a huge artistic risk by launching such a quiet ad that really tugs at the heart, when most other brands are doing slapstick ads.

Good luck to this year’s Super Bowl, as many of us will be watching the TV ads as much as we’re watching the game.  The power of the venue as the Super Bowl out draws the final game of the other 3 sports (Baseball, Basketball and Hockey) combined.  

Let’s hope for a great game and maybe one great ad to add to this list.

At Beloved Brands, we run a Brand Leadership Center to train marketers in all aspects of marketing from strategic thinking, analysis, writing brand plans, creative briefs and reports, judging advertising and media. To see a workshop on BRAND STRATEGY, click on the Powerpoint presentation below:

We make Brands better.

We make Brand Leaders better.™

We offer brand coaching, where we promise to make your brand better by listening to the issues, providing advice that challenges you, and coaching you along a strategic pathway to reaching your brand’s full potential. For our brand leader training, we promise to make your team of brand leaders better, by teaching sound marketing fundamentals and challenging to push for greatness so that they can unleash their full potential. Feel free to add me on Linked In, or follow me on Twitter at @belovedbrands If you need to contact me, email me at graham@beloved-brands.com or phone me at 416 885 3911

Slide1

That was not the Best Super Bowl…for ads either

superbowl-2014-logoWell, we know from the start that was not the best game.  I would say the half time show was great and hopefully Bruno Mars gained some new fans around the world.  But for those of us watching the TV ads, they weren’t that good.  There were quite a few mediocre ones, and a few copy cats of their own campaigns but not as good as the prior year ads.  I’m a big fan of Advertising, so trust me I wanted to like them more than I did. There just wasn’t an ad that we’ll talk about for five years, not like the Betty White Snickers ad or the Dodge Farmer Ad.  If you liked the ads better than I did, feel free to tell me which ones and why.

Here are the best ones:

Coke “America”

I really liked the Coke ad.  It’s quiet, but I think it stands out among all the gag style ads where brands appear to be trying too hard.  It has sparked some controversy on-line with a few people objecting to “America the Beautiful” being sung in various languages. But Coke is as global of a company as you can find.  So this not only speaks to Americans but all those around the world looking at Coke as being that link to America.  I’d give this a solid A, mainly because I think it takes guts to do this ad.

 

Doritos “Finger” 

This is a very good ad, fitting with the personality of the brand, and a cute gag that is sure to make us all laugh. It also involves the brand nicely.  I’d give it an A-.  It’s cute, but we might not remember this one a year from now.

 

Heinz “Bottle”

It’s great to see Heinz make a move onto the big stage.  They’ve struggled the past few decades, once we figured out their taste could be duplicated. But this really ties in perfectly to the heritage of the brand, and even given a new modern twist.  It’s cute and let’s give it a nice B+.

 

Budweiser “Puppy”

This one seems to be winning all the on-line votes for best ad, that might be indicative that there was nothing great. I might be over-thinking this one, but doesn’t it seem a lot like last year’s Budweiser spot where the horse kept running back to the owner.  While last year’s brought a tear to my eye, this one just made me smile. I’m going a solid B.

 

Here’s last year’s Budweiser ad.  Don’t you think it’s similar, and better. Still makes me cry.

Budweiser “Home Coming”

This was pretty good, just not amazing. I’m not sure it tugged at the heart enough.  Feels like we’ve seen others over the years that were better. I’d give it a solid B.

 

The rest of the ads were C’s and D’s, maybe a few F’s.  Here’s to a better game for next year, and better ads.  I realize we aren’t going to get Dodge “Farmer”.  To me, this is one of our best ads of the century so far. Here’s what an A+ looks like.

 

Here’s to next year’s game.  May it bring better football and better ads.


Slide1

Do you want to be an amazing Brand Leader? We can help you.

Read more on how to utilize our Brand Leadership Learning Center where you will receive training in all aspects of marketing whether that’s strategic thinking, brand plans, creative briefs, brand positioning, analytical skills or how to judge advertising.  We can customize a program that is right for you or your team.  We can work in person, over the phone or through Skype.  Ask us how we can help you.

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

Ask Beloved Brands to run a workshop to find your brand positioning or ask how we can help train you to be a better brand leader.

Tebow Time has little to do with Football.

Tebow Time, a pose we've all learned this year.

The last few weeks has clearly been Tebow time.  We have seen the rush of casual football fans to the TVs and Social Media, who knew nothing really about Football.   Twitter saw the highest tweets per minute right after his win against the Steelers, “John 3:16” was one of the three most googled after he threw for 316 yards and the TV ratings for last week’s game were the highest since the year before Tebow was born.  He has over a milliion Twitter followers, gaining 22,000 per day.   His #15 jersey is the highest selling and an ESPN poll rated him more popular than Tiger Woods, Lebron James and Kobe Bryant—three athletes with considerably more athletic talent, but each quite lower on the morality ratings.   He’s reached the masses.  My mom phoned me a few weeks ago and asked me “what is a Teebow”.   Last night my wife watched the beginning of the game, claiming interest despite never having watched a football game in her life.  I’m sure she was not alone.   We’ve seen him portrayed on Jimmy Kimmell and Saturday Night Live, a sure sign he’s reached the masses.

Technically, his wind up is too long. As a result, his passes are obvious to defenders, they float and wobble.

I’m a football fan, so I have snickered at quite a few of his wobbly passes, fumbles and blunders.   He does kind of suck as a QB.   But I have also marveled at the wins from nowhere and began to wonder what is this thing called “Tebow time”.  HIs effort is incredible.  But what is it that people like about Tebow?    Tim Tebow is definitely a Beloved Brand, loved by so many of the masses beyond the traditional football fans.  I think the Tim Tebow brand is a throwback:  humility, sincerity and offering hope to all.  He feels like he should be on Happy Days with Richie Cunningham when times were simpler and easier.

In terms of humility, Tebow doesn’t speak in the third person like Lebron does, nor would he ever use the phrase “I’m taking my talents to South Beach”.   Instead, he publicly displays his faith with his renowned pose of kneeling with his fist to his forehead.  Tebow has become the standard bearer of the All-American kid who the public adores whether or not they like his team. Even while in college at Florida, Tebow was liked by his rivals, even the Georgia Bulldogs, due to his first-class gentleman behavior.

In terms of his sincerity, yes he flaunts his religious beliefs but it is his beliefs.  The difference for him is he actually attempts to live up to them.  Every week, as Rick Reilly points out, Tebow picks out someone who is suffering, or who is dying, or who is injured, flies them and their families to the Broncos game, rents them a car, puts them up in a nice hotel, buys them dinner, gets them and their families pregame passes, visits with them just before kickoff, gets them 30-yard line tickets down low, visits with them after the game (sometimes for an hour), has them walk him to his car, and sends them off with a basket of gifts.  Home or road, win or lose, hero or goat.   In the hour after last week’s game when twitter was abuzz, he spent it with 16-year-old Bailey Knaub, talking about her 73 surgeries so far and what TV shows she likes.   She wrote him a letter after saying “It was the best day of my life.  It was a bright star among very gloomy and difficult days. Tim Tebow gave me the greatest gift I could ever imagine. He gave me the strength for the future. I know now that I can face any obstacle placed in front of me.”  When Tim Tebow heard of the letter his genuine response was “Why me? Why should I inspire her? I just don’t feel adequate. Really, hearing her story inspires me.”

Every week he makes it special for someone else.

It’s easy to go after a big win, but he even did after getting demolished 40-14 by Buffalo.  “He walked in and took a big sigh and said…Well, that didn’t go as planned” said Jacob Rainey.  Rainey got his prosthetic leg a few weeks ago and he wants to play high school football next season.  He would be the first ever to play tackle football.   “Tim told me to keep fighting, no matter what,” Rainey says. “I am.”

He's given hope to those less fortunate.

The stories become very special:  Take 9-year-old Zac Taylor, a child who lives in constant pain.  Immediately after Tebow shocked the Chicago Bears with a 13-10 comeback win, Tebow spent an hour with Zac and his family.  At one point, Zac, who has 10 doctors, asked Tebow if he has a secret prayer for hospital visits. Tebow whispered it in his ear. And since Tebow still needed to be checked out by the Broncos’ team doctor, he took Zac in with him, but only after they’d whispered it together.

Tebow also gives us all hope.   And we want hope.   He’s not the most talented, far from it.   All he does is win.  Yes, many times in odd miraculous ways that we can’t believe.  They make no sense even—many times there are a series of disconnected events in the game that come together to produce a Broncos win.   But he wins.  He’s only a starting QB because his team can’t find anyone better yet.  But they will.   And Tebow time will be over.   Or will it?

Tebow sincerely seems to care more about people than he does about football.  “Helping people is by far the best thing I do to get myself ready. Here you are, about to play a game that the world says is the most important thing in the world. Win and they praise you. Lose and they crush you. And here I have a chance to talk to the coolest, most courageous people. It puts it all into perspective. The game doesn’t really matter. I mean, I’ll give 100 percent of my heart to win it, but in the end, the thing I most want to do is not win championships or make a lot of money, it’s to invest in people’s lives, to make a difference.”

In today’s sports world, that thinking is kind of crazy.   I hope that explains why Tebow is so beloved by so many.  It’s not about the football.  He offers us hope, wrapped up in a package that is humble and sincere.   And like all beloved brands, he lives up to that promise.

I hope the Broncos don’t find a better QB for next year.