The Truth About Super Bowl Advertising

The screaming fans. The national media coverage. The fact that hundreds of football hating Americans tune in every year to watch the commercials. There's a definite appeal to advertising during the Super Bowl, which is why companies pay millions of dollars for the privilege each year. That thirty second slot is seen by over 130 million people (on average) which is tremendous exposure. But did you know that Super Bowl advertising might not be as effective as you think it is?

A recent study preparing to publish in Managerial and Decision Economics this summer shows that researchers have found no quantifiable evidence to prove that advertising during the Super Bowl is any more effective than advertising during prime time or other "peak" times and locations. Those companies that have seen a boost in their sales are either new to the scene and still climbing the growth curve of their products' life cycle or pulling out all of the creative stops to make commercials that are almost as interesting as the game.

After all, who doesn't remember the Budweiser frogs?

There's a lesson to be learned here. Sometimes the fickle market can be misleading, and advertising attempts that seem like they should present you with a huge yield are actually remarkably ineffective. This is why it's so important to do your research before deciding where you're going to spend your advertising budget-especially if you're a small business counting your pennies and trying to lower your overhead. Sometimes deals that sound too good to be true really are, and the last thing you want to do is waste your precious resources when they could be put to better use somewhere else.

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