Superbowl commercials Super Bowl advertising: What really works? Once a year almost the entire U.S. population sits down to watch the same program, the Super Bowl. But they are also watching scores of brand new commercials. The commercials they are watching are produced by the best and the brightest in the business using immense amounts of money. At a record average of $2.2 million dollars per 30-second spot, 25 percent more than 1999 commercial spots, each commercial is very special or at least should be. Research shows that Super bowl commercials are recalled at more than double the rate of commercials run during “normal” prime time programming, and with 58 commercials scheduled, it’s important to be special, creative, and original. It would be a colossal waste of money, after all, some viewers turned sponsors time into opportunities for refrigerator runs and bathroom breaks. The Superbowl ads cost $165 million dollars to make and then display. ABC estimated 130,745,000 people watched the game, making it the fifth-biggest audience for any TV telecast. 1999’s Super bowl game, broadcast by Fox, was watched by 127.5 million. Commercials aired during the Super Bowl can generate almost as much attention as the football itself. There are a group of people out there that watch the Superbowl just for the commercials. If the game fails to be comparative early on, there can be significant fall off in viewers. Advertisers whose commercials air in the fourth quarter of a lopsided game can take as much of beating as the losing team. The reverse also can be true, however. If the game is close, no one will be going anywhere and more people will view the commercials. The purpose of this study is to determine whether or not it is financially feasible for Super Bowl advertisers to pay high cost for commercials spots shown during the prime time. The Super Bowl telecast typically attracts the biggest TV audience of the year and it has become a showc…
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