The 24-18 victory of Pittsburg Steelers’ on Arizona Cardinals in Super Bowl XLIII which played in Sunday was the one of the greatest match in history of Super Bowl. So who cares? Of course many NFL fans care, but when we look at the rest all we can see there is only one thing that everybody talks about and makes analyzes about: the Ads!!
For American marketers and advertisers, Super Bowl evolved to be an extended band of ad in which a match is broadcasted in the reaming time. When you search for Super Bowl, you came across with ad analyses, video sites publishing the ads and many ad comments sites. You can find after 10 minutes even the score of this important and interesting game.
In my previous article, I mentioned that the 30 second spot of Super Bowl costs 3 million dollars. That means the worth of one Super Bowl ad is increased 13% despite the economic downturn. According to number revealed after the game, the broadcast channel of the game, NBC, has gained 206 million dollars just from the game. I would like to make a comparison with Turkish market. The revenue of Super Bowl is the same as the entire revenue of outdoor advertising in Turkey in one year. In total 32 advertiser advertised with at least 3 different ads to Super Bowl. And %85 of them paid 3 million dollars ,the maximum amount of money, per ad. NBC started to sell Super Bowl ads back in October 2008 and the bidding continued to the last minute before the game start. Last minute ad sales are also very common in Turkish TV advertising market specifically for sports events.
So, for advertiser how much is the return on investment, considering that they are investing so heavily to a single match?