To listen to the publicists of the National Football League and publicists for brands that spend millions of dollars advertising on the game, not to mention advertising execs of agencies that produce 30-second commercials that can cost as much as $8 million, not including production costs, a visitor from another planet might think that the Super Bowl is the only sports marketing platform available.
Nothing can be further from the truth. In fact, many marketing execs believe that advertising on the Super Bowl is not the best use of money.
Prior to last year’s game, Fortune.com posted a commentary by Richard Torrenzano, chief executive of The Torrenzano Group, a “reputation and high-stakes issues management firm specializing in building and protecting corporate reputations, helping clients grow.” It was headlined “Spending $10 million on a Super Bowl ad…is like buying a giant billboard that faces the wrong way.”
His lengthy essay said, in part, ‘Why do companies do this? Because they believe in the Super Bowl’s mythical power to create a moment. Super Bowl ads claim “unmatched reach,” attracting 120 million U.S. viewers and millions more through international broadcasts and digital platforms—further expanded by streaming, albeit with added costs.
“Here’s the thing no one talks about: Super Bowl ads create a moment, but that moment lasts about as long as it takes someone to refill the nachos bowl.
In reality, during ads, half the viewers are in the kitchen, scrolling Integra…or locked in a heated debate over the quarterback’s last call.”
Mr. Torrenzano suggested, “Why not take that Super Bowl budget and invest in something with staying power? Imagine a year-long thought leadership or communications campaign that delivers results—immersive experiences people rave about, or partnerships with influencers who connect authentically, instead of contrived product endorsements.” (Something I’ve been saying for years but not as well).
Nevertheless, brands that advertise on the Super Bowl say there’s no other way to get so many eyeballs on a commercial than a: 30 spot on the big game. But are the viewers paying attention?
Aye, there’s the rub. No, three rubs.
- There’s no guarantee that a person will be watching the small screen when a particular commercial will be aired.
- There are so many commercials that studies show that viewers often don’t remember what a brand is promoting.
- Other studies show that even commercials that break through the clutter are only effective for a short while.
What’s needed for a commercial to be effective is for it to be repeated continually, as most no Super Bowl commercials are, as I have always told clients, who already know that.
It’s not that I advise brands that have millions of dollars to throw around not to advertise on mega sports events like the Super Bowl and the Olympics. What I object to is PR people not advising clients that a targeted, sustained sports marketing approach might bring a greater ROI.
But even for clients that are intent on advertising on sports marketing mega events, I would recommend that for a fraction of the cost of a multi million dollar: 30 ad, they could have a year-round sports marketing presence by joining forces with newer, fast growing sports— pickleball, volleyball, soccer, rugby and lacrosse, with the bulk of the budget being earmarked for women’s sports leagues.
Add in a well-constructed publicity program and sponsors of those sports can achieve major positive earned media year-round with sponsor identification, as well as the loyalty of a demographic that most brands want — young people.
I also fault PR practitioners for not asking the following questions when a client asks about a sports marketing tie-in:
- Have you considered other promotional vehicles for your product?
- Have you considered that your brand will be mixed in with numerous other brands during the telecasts of events — some hawking similar products — making it difficult to stand out from the clutter?
- Are you aware that products in direct competition with your brand that do not advertise will benefit from a mega-event association, when people search the web?
- Do you realize that unless you add an after-the-event aspect to a mega sports marketing sponsorship, it will have a short life?
- Will banking a sports marketing program materially affect your overall marketing budget?
And I always remind clients that it’s not the amount of money spent on a promotion that determines if it will be successful. It’s the execution of it. As an individual who has played key roles and managed “small budget” initiatives, as well as many “mega budget” ones, I know that to be the truth.
