As far as the adverts go in the Super Bowl, they are the usual media hype. Whether it is a beer ad featuring a puppy and a horse; or a sports car commercial that shows a speedster that costs $65,000; either way the medium is the message.
Celebrity endorsements, buxom babes in bikinis and riots of colorful chaos are what the field of advertising is all about. But it is not all play and no work. The great minds and financing figures behind the ads count too. The supply of ads to a hungry audience for the least amount of cold hard cash is almost an art form. And while the money doesn’t matter that much in the end, the goal of an ad does.
A 30 second spot on the Super Bowl costs approximately $4 million (which is a lot). The companies giving their ads have however already signed deals with Fox (the broadcasting agency for the Super Bowl this year). What is hard to accomplish is figuring out how much to pay and where exactly to place the ads. This requires skills that must be honed to a razor blade.
Furthermore, the process is made even more unpredictable by the outcome of the game being played at the moment. If a team wins then everyone will have their eyes glued to the screen. But if it loses then they will stop seeing the game along with the ads.
Among some of the principles which need to be paid heed to are: bargaining over the price of an ad is a must; purchase ad placement soon enough; the beginning and end are the best times for as placement; and finally last but not least the advertising of advertising.
These rules of thumb ought to see any company worth its salt through the Super Bowl ad game. And that is no lie!