With the college national championship behind us and only eight teams remaining in the NFL playoffs, followers of American football are now fixing their eyes on February 3rd, Super Bowl Sunday.
CBS has already sold out its inventory at an average price of around $3.7 million per 30-second spot (is that net or gross, might I ask?). That’s right – over $7 million a minute.
Is it worth it? In an era of retweeting, rehashing and reality imitating art ad nauseam, perhaps it is worth it now more than ever. As long as the advertiser gives us something to tweet or Facebook or LinkIn about. When done right, a Super Bowl ad can generate endless “free” repetition, replay on cable news, podcast chatter and social media buzz.
Remember the irreverent, unleashed wildness of the 2000 Super Bowl ads at the height of the dot-com boom, when E-Trade’s spot with a cha-cha-ing chimp boasted “We just wasted two million dollars. What are you doing with your money?”
Thirteen years later the price of a Super Bowl spot has nearly doubled and the opportunities for exposure through social media have gone from zero to everybody. I’m expecting some killer work from big brands on February 3rd. If you’re like me, you’ll get up to get your favorite food and beverage only at certain moments of the game – when they’re actually playing football.