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 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?



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.