Millions of people have voted for their favorite Super Bowl commercials, in what seems like almost as many polls. But actual audience resarch tells a story that goes beyond stated preferences and has a cautionary message for all advertisers, from the smallest home-based Richmond business to the Super Bowl’s biggest advertisers, Doritos and Chevrolet Division of Government Motors. That message, to mangle the lyrics from a golden oldie, is: To love, love, love them is not necessarily to know, know, know them.
Government Motors ran eight count ’em eight commercials in this year’s Super Bowl telecast, and Chrysler (Government-FIAT Motors) ran two — one of which, at two minutes, is the longest to air in 45 years of Super Bowl history. At $3 million for 30 seconds, that’s $27 for the thirties. The 120-second special, according to CEO Sergio Marchionne, was a bargain — $12 million worth of air time ($3 million times four) for the mere pittance of about $9 million. In one way, those commercials cost more than $36 million, and in another they cost less. Read more →
The Super Bowl is multilevel contest. Officially, it’s an athletic contest between two football teams. Results from that contest are decided on the playing field. It’s also become a battle of the advertisers, with results being decided in various polls, from Ad Age to USA Today‘s Super Bowl Ad Meter.