Super Bowl Brands: Can the Big Brands Afford Half Time?

November 18, 2008

Corporations are having trouble justifying the expense of reserving a 30 second commercial spot during the Super Bowl. This scenario is nothing new, but the economic backdrop has changed significantly since even last year’s Super Bowl. With countless corporations reporting losses over multiple quarters, they are cutting back on spending in every department they can afford to do so. Several of the brands that are regularly represented in the half time show are wavering this year, as money gets tighter and tighter.

The Super Bowl half time show has always been a double-edged sword for advertisers. The commercials are highly anticipated by viewers, and can create a significant ROI for companies that create an effective commercial. But there are no guarantees against those commercials falling short, or flopping altogether.

To prevent against this, companies should align a combined corporate and product brand strategy. By utilizing this combined strategy it will make investing in a slot during the Super Bowl, more likely to pay dividends. For the big product brands can ensure that millions of consumers will see them while delivering a message that the company behind the brand is alive and well. As long as the companies put in the same care and attention into their commercials as previous years, their money will be well invested as consumers and investors tune in on Super Bowl Sunday.

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