For advertisers, 2008 Superbowl may be silver lining to writers' strike cloud
The current writers' strike has canned the 2008 Golden Globes, and the 2008 Academy Awards could be next. As a result, this year's Superbowl could be the place for advertisers to spend more of their budgets than in years past, especially with this year's projected economic recession.
If you think about this, it makes sense: You're not spending your ad dollars on primetime spots, nor are you shelling out the big bucks on award shows. But if your already have a Superbowl slot, perhaps you'll dump more money into production, etc. Maybe you'll work on some sort of Superbowl promo tie-in. Either way, your spot needs to get people to start buying your product. Now. Recessions generally cause decreases in both retail and restaurant spending.
So if consumers are going to spend money on your brand, they'd better have a good reason to. Spend the money now on a Superbowl spot that'll get people to stand up and take notice. Now's not the time to be cheap.
So if consumers are going to spend money on your brand, they'd better have a good reason to. Spend the money now on a Superbowl spot that'll get people to stand up and take notice. Now's not the time to be cheap.
Comments
Spending all or most promotional dollars on SuperBowl commercials? That might be a viable option only if you have confirmation that the SuperBowl attracts the same audience profiles as those primetime awards shows, or if you can justify that the SuperBowl reaches the same or more of your defined target market.
Posted by: Teresa Becsi | January 15, 2008 2:28 PM
Good point. Remember GoDaddy.com's announcement last year when it pulled out of the hunt for a Superbowl ad this year. I wonder how much the company spent the last few times out.
Posted by: Daniel | January 15, 2008 3:15 PM