Money can’t buy you
The average cost to run a 30-second commercial during Super Bowl LIII on CBS this Sunday is $5.24 Million. That’s an increase of 96% since 2008.
What’s not increasing is the quality of the communications. Let’s take a look…
Star power isn’t helping these spots much. What it does do is significantly add to the cost of production.
What do you think it costs to get Jason Bateman, Jeff Bridges or Sarah Jessica Parker to star in your Super Bowl ad? I don’t know the answer. All I know is it costs brands who go that route closer to $10 million, not five, to make and run a Super Bowl ad today.
Look fast, it’s Harrison Ford in a cameo for Amazon…
If these celebs make the spots work, great. What I find tough to follow is how return on investment is an obsession among marketers and their data priests 364 days of the year, but not on Super Bowl Sunday. When it’s time for big brands to impress, and Super Bowl Sunday is this time, ROI can take a hike.
Volvo Gets Promotional
In a veer from the norm, this Swedish car maker is adding a gamification layer to its Super Bowl ad and rewarding three lucky players with a Care by Volvo subscription to the S60.
The all-new S60 is the first Volvo car built in the United States at the company’s manufacturing facility in Ridgeville, South Carolina.
For more on Volvo’s The Longest Drive contest, including official rules, regulations, and how to play, visit www.S60LongestDrive.com. Also, follow @VolvoCarUSA on Twitter and Instagram, and watch for the hashtag #TheLongestDrive.