The Marketing Architects
Nerd Alert: What Makes a Great Super Bowl Ad?
Feb 6, 2025
Discover what truly drives returns for Super Bowl advertisers through a deep dive into six years of sales data. Explore how different product categories dominate ad spending and the importance of owning consumption occasions. Learn why competing ads can sometimes cancel each other out, and the psychological impact of beverage choices on marketing strategies. This discussion reveals fascinating insights on brand associations and the varied success rates of iconic Super Bowl ads.
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Quick takeaways
- Successful Super Bowl advertising hinges on brands reinforcing existing consumption occasions, enhancing both immediate sales and long-term associations with sports.
- Competing ads during the Super Bowl can dilute individual effectiveness, emphasizing the need for strategic brand positioning prior to major events.
Deep dives
The Value of Super Bowl Advertising
Super Bowl ads represent a significant financial investment, costing as much as $7 million for a 30-second spot. Despite the massive reach of the event, brands often struggle to achieve a clear return on investment from these advertisements. The effectiveness of the ads largely varies, with brands like Budweiser benefiting from long-standing associations with sports, resulting in notable sales increases following Super Bowl viewership hikes. In contrast, brands that lack such associations, like Coca-Cola, may not see a sales boost tied specifically to Super Bowl advertising.
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