Super Bowl Ads: Are They Worth It?

As the dust settles from last week’s big game and all the Monday morning quarterbacking, marketers are focused on one question: For the brands that made a multi-million-dollar advertising investment, was it worth it?

We all can probably agree that an $8 million price tag for a 30-second spot is steep—especially when that represents only a fraction of the investment. Production, endorsement fees (for the myriad celebrity spokespeople), and “surround sound” events and promotions also add to the total cost.

Make no mistake, the Super Bowl is among the most watched sporting events in the world, with more than 126 million pairs of eyes and ears in the U.S. alone. The ability to get in front of almost 40% of the country in one fell swoop is compelling. But it’s not without risk. What if you land on the wrong end of the Best/Worst lists? What happens if your spot runs in the fourth quarter of a blowout game when everyone has tuned out? What if your celebrity spokesperson becomes the subject of the scandal of the day?

It’s also about more than just risk—it’s about effectiveness. There are very few companies and brands out there that are directly relevant to 126 million people. Investing tens of millions of dollars in 30 seconds is simply an inefficient way to reach a targeted audience. For most brands, if I had a Super Bowl-sized budget (or a fraction of it), here is what I’d do:

1. Target the Sub-Segments: Even the biggest brands often aim to capture just 10% of the country—the segment crucial to moving the needle for their business. For most, the target audience is an even smaller portion. Rather than broadcasting to the masses, it’s more effective to communicate directly with the ideal customer. Using modern data cloud and targeting technologies, brands can precisely identify audience needs and motivations, allowing for real-time engagement.
2. Catch Them When They’re Ready: Not everyone in your target audience is poised to receive your message at any given moment. For example, once someone has booked a vacation, they’re no longer in the market for travel deals. Reducing data latency helps prevent wasted spending. Approaches such as Connected TV (CTV) provide high measurability, scalability, and efficiency. This targeted method can reach specific demographics and allow brands to accurately assess the impact on business outcomes. Investing in targeted media buys ensures marketing efforts are both effective and efficient, maximizing ROI.

3. Map the Buyer’s Journey: Understanding the buyer’s journey involves more than just identifying stages, touchpoints, and potential drop-offs. It requires a deep comprehension of audience motivators, need states, and intent. By leveraging advanced machine learning and AI, brands can design personalized campaigns tailored to each prospect’s unique journey. This means delivering messages in the right sequence, on the preferred platform, and at the ideal cadence to drive meaningful outcomes. By concentrating on these key moments of truth, organizations can achieve superior returns on their marketing investments.

4. Invest in Customer and Employee Experience: Building a great brand is more than just awareness – it’s delivering a great experience. If you invest millions to draw people to your physical or virtual door and they’re turned off by what they see when they get there, you’ve literally spent money to take your brand backwards. For service businesses, the investment should extend to assuring employees are delivering consistently at every touchpoint.

5. Conduct a Reputation Risk Assessment: Reputation is fragile, and every crisis is a moment of truth. A single incident could easily neutralize the gains from a significant advertising budget, so allocating a part of the budget to assess and mitigate reputation risks is a smart, forward-thinking move.

6. Develop a Thought Leadership Program: Customers are not just buying your product or service—especially if you’re a B2B brand—they’re buying your expertise and point of view. Establishing industry expertise elevates your brand beyond mere market share. A dedicated thought leadership strategy not only builds credibility but also positions your brand as an influencer in its category.

7. Amplify Media Coverage: Earned media coverage remains exceptionally valuable, as third-party narratives are the pinnacle of credibility-building. Strategically utilizing paid amplification allows brands to place their earned media coverage directly—and exclusively—in front of their intended audience. They also can create retargeting pools to further the conversation with those who engage. This approach not only identifies those who have interacted with the content but also enables continued delivery of tailored messages, extending the reach and impact of earned media.

So, before buying into the allure of a Super Bowl ad, consider these alternative approaches that can offer more measurable returns on investment, and, perhaps, align better with your brand’s strategic goals. You might not have 126 million viewers, but with these tactics, you’re engaging with the right viewers. The best investment isn’t always the most visible or the most expensive—it’s the one that reaches, resonates with and drives your target audience to act.

This article was first published on Twin Cities Business.  

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