Pulp Magic

FEBRUARY 2, 2016

Bound for the Big Game?

50YardLineI was recently asked if the Paper and Packaging Board would be advertising on Super Bowl 50 at a cost of upwards of 5 million dollars for a 30 second spot – a half-million dollar increase over 2015. At this cost, one TV ad would easily consume 25 percent of our 2016 media budget.  Five million dollars for one 30-second TV spot is a lot of money despite the potential for weeks of media buzz and fame depending on whether your ad “breaks through” or whether it is looked at favorably or not.  The media coverage can go either way. And the ad competition is stiff.

Marketers are willing to pay top dollar for a spot on the big game because of the incredibly large audience the game attracts. Recent numbers from Nielsen suggest more than 100 million viewers for the game.  And audiences are interested in watching the advertising as much as the competition itself.

According to the Wall Street Journal, in 2014 the volume of commercial time during the annual games between 2009 and 2013 contained more than 47 minutes of commercials. In 2014, 83 commercials ran, accounting for 49 minutes and 15 seconds of air time.  In comparison, the 2005 game contained 76 commercials, totaling 40 minutes and 15 seconds of ad time. There is also a trend for marketers to purchase longer commercials. In 2014, 40% of the paid ads in the game were 60 seconds or longer.

For most advertisers, pragmatism wins the day when it comes to taking a pass on running advertising on this all-American, but global, TV spectacle.  However, one small business in Albany, New York, with the help of Intuit Quickbooks, is taking the advertising gamble – and at no cost to them.  That’s because coffee company, Death Wish Coffee, won a contest to run a 30 second TV spot on the big game including production of the TV ad!  At $19 bucks a bag on Amazon, we are hoping for the best for this self-proclaimed king of caffeine who is no longer dreaming a marketer’s dream of running on the Super Bowl, but living it.

Note: Football Photo Credit: canstockphoto4264460