Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Multiplying the Payoffs From a Super Bowl Spot

Actually, $2.6 million for a 30-second spot during the Super Bowl could be cheap, in the grand scheme of things.

Some argue spending the money for a spot during the game – typically the most-watched program of the year – is economical if it is the beginning of a marketing plan. Additionally, the plan has to be supported by a slew of complementary extentions into new media, including Web sites, video clips, text messaging, blogs and short films.

These extensions are what make the whole thing relevant again.

~A

Multiplying the Payoffs From a Super Bowl Spot – New York Times
HERE is a lesson in new math, Madison Avenue style: The most expensive advertising buy of the year may turn out to be something of a bargain.

That buy is, of course, a television commercial during the Super Bowl,
typically the most-watched program of any year. And while the cost this
year sets a record, at an estimated average of $2.6 million for each
30-second spot, more than two dozen marketers believe it makes sense to
spend that much money despite the many cheaper alternatives.

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Filed under: advertising, Branded Entertainment, content, Customization, digital, downloads, Internet, Media, Mobile, sports, TV, Video, viral, Virtual Worlds, VOD, websites, youtube

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