Do Super Bowl commercials benefit from the cost of it?

Super Bowl 2020 ads, clockwise, from top left: Sabra, Snickers, TurboTax and Bud Light Seltzer.

This year’s Super Bowl between San Francisco 49ers and Kansas City Chiefs was estimated to cost more than $5 million on average.

It’s a huge cost for a 30-second commercial. Companies spending this much advertising money seem crazy but has it been worth it?

Last year, the New England Patriots and the LA Rams had the highest ratings with ticket sales rising after movie commercials came out in those cities, says the report. During the survey, the cost of advertising movie trailers averaged about $3 million, but ticket sales grew to $8.3 million, with investment returns of about 277 percent.

The results showed that there was a 250 percent return on investment. There was a similar halo effect for companies that ran ads during the frenzy of NCAA March every year.

Before seeing this data, many people would have been skeptical about Super Bowl ads. Why would companies pay astronomical costs for such single-shot ads? The obvious answer is that hundreds of millions of people watch the Super Bowl games, and companies have the opportunity to advertise them. Companies pay that much for advertising, and they benefit more due to the high amount of people actually seeing the ads. Another thing to notice is that special events deserve to spend that much on advertising. People will criticize why companies do these ads every year but the effect of advertising is much greater than most people think. Some people may be confident that they are not influenced by the advertisements, but most people probably aren’t. Those who make these ads understand human nature better than anyone else.

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The Commercial That Stole The Show On Football’s Biggest Night


It’s quite evident that football’s biggest night is the perfect opportunity for companies to persuade all who are watching to utilize/buy their products through the use of captivating commercials. In saying that, this year’s Superbowl had commercials that ranged from happy, to humorous, to serious/emotional, to completely strange and seemingly pointless.

To get a professional opinion on these commercials, KDKA sat down with Shannon Baker–the president of a local ad agency to get her opinion on which spots were the winners and the losers on football’s biggest night. Baker is president of the Gatesman Agency in Pittsburgh and has 18 years of experience in the ad business (so she knows a good bit about how companies and clients can accurately convey a message that resonates with audiences and further persuades them to either adopt an idea, utilize a software, or buy a product.)

According to Baker, she believes that if you craft a story that is short, tight, and memorable, it is going to make people feel something–which is critical to the success of the commercial.

She says Google set the bar very high with its emotional “Loretta” ad, and many others would agree. Millions of people were raving about the heartfelt tearjerking ad that was based on a true story. For those who didn’t get to see the commercial, it begins with a man typing into Google “how to not forget,” and then asking his Google Assistant device to show him photos of his late wife named Loretta. The man continues to ask Google to remember certain things about her, like the fact that she hated his mustache, loved going to Alaska, and always snorted when she laughed. In the end, Google recites all of the things the man had asked the device to remember. It closed out with the man saying, “remember I’m the luckiest man in the world.”

Overall, Baker and many others believe that Google set the bar very high with their ‘Loretta’ ad because not only did it tug on the emotional heartstrings of audiences, but it also marketed the product in a simple yet compelling way.


Pittsburgh Ad Agency Says Which Super Bowl Commercials Were The Most And Least Impressive