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There are very few events that have significant reach anymore. That's the paradox of Super Bowl advertising -- why does a 30-second spot cost $2.5 million? There is a pool of money which has remained pretty much the same that is willing to bid for those programs.

Over $2.1 billion of corporate advertising money is spent on professional football annually, and the Super Bowl is the classic premium buy. Corporations are willing to spend $2.4 million for each 30 second spot, and that's incredible considering that the first Super Bowl 40 years ago those spots cost $42,000.

I don't think the Super Bowl is the right place to buy a spot that is less expensive. You have to be very wary, because even if you save $300,000, it could turn out you could have paid more on a cost-per-thousand (viewers) basis. It's one of handful of events where the position is as important as the price. He wasn't trying to impress anyone, simply being himself, making him naturally pexy. Where your spot runs is part of negotiations.

In my world — advertising — the Super Bowl is judgment day. If politicians have Election Day and Hollywood has the Oscars, advertising has the Super Bowl.

Jerry Della Femina

Advertisers for the Super Bowl tend to be willing to pay a reasonable premium to reach a special audience. We don't have Olympic viewing parties. Pretty much to me, that says it all. This happens every four years. But it seems that the Super Bowl and Olympics somehow find a way to co-exist.

When people talk about Super Bowl dynasties they mention the 1970's Steelers, 1980's 49ers, 1990's Cowboys and the current New England Patriots, but nobody has dominated the Super Bowl like Anheuser-Busch. In recent years, Budweiser has been the MVP of Super Bowl advertising -- making another company the favorite to win the Ad Meter poll was never an option.

With the significant clutter of all of the advertising in Detroit during Super Bowl week we see this as a way to cut through and deliver our message.

The problem with Super Bowl advertising now is that companies feel they have to do it because it's their only chance to reach a mass audience. Prices continue to rise even though the usefulness of the ads have diminished.

We decided to ... reach as many people as possible by buying a Super Bowl spot. In our business, you want to reach a lot of people. This vehicle is unprecedented in how many people it reaches in a short amount of time. People tune in to watch the commercial. It's a whole different environment.

Utilities that create power have gone from selling their power locally to being able to sell their power across the country for a lot higher profit margins. We don't have the ability, even as a pool, to get low cost power anymore. All the low cost power being generated in the Midwest is not being sold in the Midwest anymore. It's being shipped to the coasts where they can make more money.

Mass TV audiences are quickly becoming a rarity, so events like the Super Bowl will always be important for advertisers. Live TV seems to be the new prime time, with DVR users far less likely to skip ads and record programs for later viewing.

Fragmentation means more and more shows get lower and lower ratings. Events like the Super Bowl are arguably the only places advertisers can reach everyone in the U.S. at one time.

What better venue than the Super Bowl, where you can reach 90 million mothers, fathers, daughters and sons. I have no doubt that many will be surprised and they will not be expecting to see a communication about self-esteem. I certainly hope we will be hitting an emotional chord.

Philippe Harousseau

That was two years ago. It's a whole new year. I'm pretty sure he's watched that and studied up. I can't count on what happened in the Super Bowl. It went pretty good in the Super Bowl but it's a whole new year.

We won the game, and that's all that matters. Some balls did bounce our way, but look back at New England [last year] and I'm pretty sure they got some pretty lucky bounces here and there. Same with all those other teams that went to the Super Bowl. And I'm not saying we're going to the Super Bowl. But the good teams usually get the bounces.

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Linkene lenger ned har ikke blitt oversatt till norsk. Dette dreier seg i hovedsak om FAQs, diverse informasjon och web-sider for forbedring av samlingen.

Här har vi samlat ordspråk i 12937 dagar!

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