Calcuating ROSB (Return on Super Bowl)

At a price north of three million dollars for a Super Bowl spot this year, Chief Marketing Officers might be sweating some ROI-tipped bullets. With good reason. It’s a big spend and not every company is well suited to court the Super Bowl audience.

That’s the news from Brand Keys’ 10th annual Super Bowl Engagement Survey, which predicts only half of Super Bowl XLIV’s advertisers will get “real ROI” from their Super Bowl purchase.

Robert Passikoff, Brand Keys’ president, tells Marketing Daily that a brand can’t make awareness the goal. “Everyone’s advertising is known by everyone. But what did you get besides time and exposure?”

Amy Shea, EVP of global brand development at Brand Keys, adds, “The creative can be wonderful, but brands forget that creative can only go so far in terms of whether or not there is fit between the brand and the Super Bowl.”

Passikoff and Shea’s data suggest that Dorito’s, Hyundai and Cars.com will likely get their money’s worth, whereas, Budweiser, Best Buy and Century 21 will not.

Passikoff and Shea also believe that “a laugh, a sigh, or a tweet aren’t really acceptable returns on an investment this size.” Perhaps, but a million or more tweets, a.k.a. massive word of mouth, might be worth something. No?

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About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Disc golfer. Fan of Kurt Vonnegut, community radio and wolves in the wild. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp.