Deciding to advertise during the Super Bowl is a major decision for companies and brands. For some, they have to do it. Major car brands, financial and investing institutions, food and beverage companies, and tech titans.
But with a $5.5 million price tag that CBS charges, that number will wean off or scare companies who can’t justify the expense this year for whatever reason.
The Super Bowl is also an opportunity for companies who have found a way to thrive during the year of coronavirus and COVID to essentially take a victory lap, and pony up the cash for one or several inventory slots during the big game and show the world who they are.
There will be a number of brands that have never advertised on a Super Bowl debuting their spots this year, including the controversial trading app Robinhood. You could argue they have received billions of dollars in free advertising and marketing exposure the past 10 days, but most of it has been negative. Let’s just say their Q-rating has plummeted as fast and far as GameStop stock prices, and they need a feel good story to re-introduce themselves to America in a brighter light.
Feverr is another newbie. They are a freelance worker platform where you can go to find inexpensive graphic designers, writers and hundreds of other service type workers around the world.
Other spots to watch for from company’s advertising for the first time are Scott’s Miracle-Gro, DraftKings, Chipotle, Huggies, DoorDash, Vroom, Mercari, and mayonnaise brand Hellman’s.
Making room for some of the rookies are old veterans like Coke, Budweiser and Pepsi, who all decided to not buy Super Bowl inventory in 2021.
As the newcomers will soon find out, it’s not enough to simply have a commercial air during the Super Bowl and think the world will change in a positive way for your brand. No, we’ve been watching the Super Bowl for 54 years, and viewers expect high level entertainment from every single spot. Failing to deliver on that will guarantee more than $5.5 million of negative publicity.
If things go really well, the possibility exists that your Super Bowl commercial could take on iconic status and be remembered forever, and be talked about on talk shows, blogs and and news sites for the next day and week and year.
Here’s what every company that is advertising during the Super Bowl is trying to do Sunday. Somehow crack into the list of the 10 most popular Super Bowl commercials of all time.
Since 1989, USA Today has used an online poll they call their AdMeter to determine what commercials scored big. According to their AdMeter, here are the cream of the crop, numbers 1-10.
- Snickers: “Betty White Football.” (2010)
Doritos: “Dog Bribes Cat Owner” (2012)
Snickers: “The Brady Bunch.” (2015)
Budweiser: “Dalmation Trains Clydesdale.” (2008)
Bud Light: “Rescue Dog Retrieves Beer (2012)
Volkswagen: “The Force” (2011)
Sketchers: “Dog in Sneakers Wins Race” (2012)
Doritos: “Time Machine” (2014)
Audi: Vampire Party (2012)
Bud Light (Secret Fridge) 2006
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