Tag Archives: branding

Is a $3 Miilion Super Bowl Ad Really Worth It?

Quick:  can you name the four car companies that had ads running during the Super Bowl game last week?  Answer is below.

I know you were one of the record setting 111 million households that watched the Green Bay Packers’ eke out a 31-25 victory over the Pittsburgh Steelers.  Those 2011 Super Bowl commercials cost a whopping $3 million dollars for a 30 second spot.  And yet, here we are nearly a week later and most people won’t remember who even spent the money.  Perhaps the more relevant question is whether any of these ads actually led to an actual sale.  And what do you think the results will be six months from now when the game is long forgotten?

In one way I feel for marketing people who have to worry about things like “impressions”, share of mind and maintaining brand leadership.  All of these are code words for measurements to validate why they are spending this kind of money.  The more savvy marketers will tell you that what they are really doing is building a “marketing campaign” around that 30 second ad (or ads in some cases).  Airing the ad is a trigger for more engagement marketing efforts.

I’m sure we could argue for hours about the real “value” or “need” for brand advertising.  Some, such as the Tech Reviews and News, are suggesting that Super Bowl XLV was the first in which social media played a significant role in trying to gain some true, tangible, albeit measurable value of the TV advertising.

But since repetition is the cornerstone of consumer memory, wouldn’t companies be better off with 10 $300,000 commercials than one $3 million commercial?  For example, I’m just a little doubtful that after one commercial that I would be interested in buying a Chrysler just because it was made in Detroit and is supposedly being driven by Eminem.  Maybe if you hammered me for weeks on end I might think about it.

Understand that I totally agree that these ads are entertaining and a change from the ones that seem to run again and again and again on more normal TV viewing days.  But I’m thinking that by taking even one of those 30 second commercials, and investing that same $3 million in a print Yellow Pages and IYP buy  is going get your company a much bigger lift over the next year than that one commercial will.  Imagine what a $3 million Yellow Pages ad program would get you, right at the point someone is ready to buy.

So what do you think? Is it still worth it for advertisers to spend the money on Super Bowl commercials, especially when they can now when they can spread that amount of money over a wider range of print and social media efforts, which will probably see more meaningful results?

Beyond question, the Super Bowl is the most heavily watched TV event each year.  But given the proof that about half of the audience isn’t even just watching the commercials (hey, I had more chili to cook and the call of Mother Nature to heed) couldn’t the money have been more effective spent elsewhere??

AnswerVW, BMW, Chevy, and Chrysler



Co-Op Advertising – A Largely Untapped Source of Revenue

At a time when every publisher is scrambling for the chance to grow their revenues, why are less than 50% of all co-op program dollars still not being used??

You read that right – less than 50% of the available co-op advertising dollars are going unused.  Talk about money being left on the table by publishers, but also by business owners who could be realizing the benefit of more/bigger ad programs if they only knew the money was available.  And for you in sales – that also means unearned commissions.

First a quick primer – exactly what is “Co-op” advertising?  Co-op advertising is when a manufacturer or distributor helps promote the sales of their products/services by sharing the cost of advertising with local dealers or retailers in exchange for placing their logo and/or product illustration in that dealers/retails local ads.

You have all seen examples – a heating/air conditioning repair service that works on Trane systems.  A local garage door repair service with a LiftMaster logo in their ads.  A car repair shop with the BMW logo in their ad.  These are all examples of ad where that local business gets some reimbursement for the cost of the ad directly from the supplier/manufacturer.

The Yellow Page industry provides a significant opportunity for national manufacturers and distributors to partner with local dealers where an estimated $1.5+ billion dollars is available in Co-Op every year.   Val Onyski who coordinates the Co-op program for YPA indicated that over 1900 brands are currently involved in the program.  YPA members can also enjoy the benefits of a service bureau provided by the Association to help make the whole process smoother and less complex for the sales reps.

With manufactures wanting to reward their best distributors, there has been an increase in the number of informal co-op plans.  These programs are similar to the traditional program except that no formal guidelines are provided.  Instead, the program is handled on a case-by-case basis between the advertiser and the distributor/manufacturer.

Sure, at the root of this program it’s all about making more money.  But don’t forget that by combining the image, the brand name, and even the creative presentation of a recognized national brand with the personalization of local dealers, Co-Op advertising is a really cost-effective way to create greater awareness and interest in those local businesses.

For more information and background on Co-op, you can visit the YPA website here, or contact Val Onyski directly at 248 244-0731.