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January 30, 2013

The Value of Super Bowl Ads

by EKwon

The Value of Super Bowl Ads

http://www.adweek.com/news/advertising-branding/data-points-ad-play-146829

It’s no question why advertisers are eager to get their commercials ran during the Super Bowl, as the event draws one of the biggest viewing audiences than any other event of the year. Thus, despite the fact that prices have skyrocketed to over $3.5 million for a 30-second spot, advertisers are still willing to pay up.

However, as we all know, viewership doesn’t necessarily translate into purchases. Think of how many commercials you watch, but aren’t driven to buy the product. It makes you wonder how much value these million-dollar spots actually bring back to the company, whether in sales or brand equity. Is it really worth the price tag? If the ads really are more memorable and better liked as the data suggests, could they have brought in the same value without being played on one of the most expensive platforms, or do they rely on the massive audience size to get the word out effectively?

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