Some jokers will burn money at the Super Bowl airing their dumb spots.
On Sunday, advertisers will fork over 16 batrillion dollars to air their spots in the broadcast of Super Bowl-some-Roman-numeral-most-people-can’t-decipher.
Is it worth $3 million for :30?
I think so. The game will be watched by two-thirds of all Americans (those are the kind of numbers that used to tune-in to see Milton Berle wear a dress in the 1950′s). Plus, the hype surrounding the commercials almost eclipse the hype surrounding the game.
There are teasers about the spots, microsites set up for the spots, the spots themselves and the post-game analysis of the spots. Then the post-post-game analysis of the analysis on the spots.
With so much money on the line and so many eyeballs on the screens, you’d think advertisers would be smarter about their Super Bowl investments. But they won’t be.
We’ll see the usual amount of talking animals, talking babies, sophomoric farting and male-bashing humor, great gags with no relevance to the sponsor and special effects-driven non-conceptual claptrap that’s cool to watch but is pointless and isn’t relevant to its sponsor.
In other words, it’ll be just like watching TV at any time. Some advertisers will make a smart investment in their brands, while others will just incur a huge expense as they waste money with no idea attached to it.
Some get it. Some don’t.
POST NOTE: For my blow-by-blow analysis of all the Super Bowl spots, click here