Is a super bowl commercial really worth $3M?

Good question and something to really think about. I think that my commentary on the question "Who are 2-3 advertisers that you expect to do well at the Super Bowl?" will help give some color on this question as well. Here's the link:

http://www.focus.com/questions/marketing/who-are-2---3-advertisers-you-expect...

Brands must inquire into their motives for the super bowl spot - is it brand awareness? is it positioning the brand to a different segment? Is it to spotlight a specific product? After Super Bowl ads people talk about them for a few days - but how does that provoke action (i.e. buying) what's being offered? With the influx of social media and mobile devices, overall I think the super bowl ads have lost their caché. Various brands are competing for our attention and in doing so might risk swaying away from their brand.

As I mention at the above link, we'll see a hybrid approach - TV ads attempting to integrate social media involvement, often in the form of contests. I also discuss the brands that are opting out this year - and dedicating their attention to social media or investing their cash in the brand itself. We need to think how these practices fit into a long term brand story - if it fits as a natural, seamless evolution it might make sense.

But especially this year - we should keep a close ear to the brands that are implementing a hybrid approach and especially the ones that are opting out and taking an alternate road.

Jesse
http://metabrandblog.wordpress.com/