This newsletter comes from the hosts of The Marketing Architects, a research-first show answering your biggest marketing questions. Find us on Apple Podcasts or wherever you listen to podcasts!
This week, we're examining what makes Super Bowl advertising worth (or not worth) its astronomical price tag. With spots costing over $7 million for just 30 seconds, what actually drive results?
—Elena
Super Bowl ad costs have risen more than 300% since 1999.
The increase in prices of regular consumer goods like gas (175%), movie tickets (100%), and cars (137%) pale in comparison to the skyrocketing cost of a 30-second Super Bowl ad.
How to spot effective creative during the Big Game.
It's Sunday afternoon. Millions gather around TVs across America, armed with chicken wings and high expectations. For brands, this is a rare moment where the nation actually looks forward to advertising.
But not every brand that spends millions on a Super Bowl spot sees results. Here's what to watch for this Sunday if you’re looking for who's making the most of their big investment.
- Show up fresh. Recycling existing creative is a major misstep. When viewers actively want to watch commercials, showing them something they've already seen feels like a betrayal.
- Brand early and often. Some advertisers spend millions on a 60-second spot then wait 50 seconds to reveal their brand. This dramatically reduces effectiveness and brand impact.
- Keep it simple. The best ads establish their storyline in the first five seconds. No matter how creative the concept, clarity trumps complexity.
- Stay relevant. Top performers connect to current cultural moments or the game itself. This creates immediate resonance with the massive, diverse audience.
- Own your assets. When multiple brands use the same celebrity, it reduces memorability. The most effective ads leverage distinctive brand assets no one else can claim.
“Ritson: Marketing doesn’t start with creativity but with diagnosis”
Mark Ritson argues that while creativity contributes about 40% to an ad’s effectiveness, it should only be the focus after thorough market research and strategic planning.
Even the biggest marketing moments shouldn't forget the fundamentals.
"The minute you get away from fundamentals—whether its proper technique, work ethic or mental preparation—the bottom can fall out of your game, your schoolwork, your job, whatever you’re doing.”
— Michael Jordan
