Some Hesitate To Buy Super Bowl Ad Spots, Others Jump At A Chance

 Marketers who are traditionally big ad spenders are thinking twice about spending an estimated $3 million on a 30-second Super Bowl spot this year. But some who have committed see an opportunity to distinguish themselves and their brands.

Scott Keogh, CMO of Audi of America, which is running a minute-long spot during the game said, "If a number of our competitors are locking on the brakes, we feel we can make a lot more brand gains."

From Reuters:

"The Super Bowl remains this incredibly unique advertising opportunity because you get all this focus and all this attention and all the PR buzz around it," says Tim Calkins, a professor of marketing at Northwestern University.

"That's huge and that's still the case. The hard part now is it's a tough year to justify the spending and it is a tough year to hit the right tonality on the game," he added.

And, accordingly, NBC has not dropped its prices for the prime spots. With only 10% inventroy remaining, there appears to be no need.

Source: Reuters

Comments

[Piotr J.]

I don't know if all the PR and Buzz is actually good, judging by the quality of the ads in recent years. Remember those Salesgenie ads from last year?

Come to think of it, we remember them cause they are so bad, but is that indicative of the quality of the product/service?