Reading through Bruce Horovitz‘ article in USA Today titled Marketers Face Pressure to Deliver with Super Bowl ads, I ran across a few interesting resources:

1. The full roster of Super Bowl advertisers
2. Marketers are spending $100k per second. 
3. Clients are scrutinizing over agencies’ work much more than ever. 
4. Last year, about 300,000 Super Bowl viewers who saw Hyundai’s ads went online before the game was even over to leave their addresses to get more information, says Ewanick. This year, Hyundai expects an even larger online response during and after the game with its “Assurance” spot.

But what really stuck out to me was the claimed goal of these ads. Says Horovitz:

“The common goal: $100,000-a-second worth of ad buzz. Buzz means Web hits after the game and, in good times anyway, that translates into sales.”

While I know it’s true, and became increasingly evident in last year’s ads, I feel as though admitting that the goal is getting web visits, then sales, is a pretty big statement. 

So what does it mean? Well, it makes sense for companies like GoDaddy and SalesGenie to be advertising, given their product is bought online. Consumer goods like beer and cola still have to drive people to stores and vending machines after they hit the web for all the buzz. 

It also means that media is being looked at in a much more comprehensive way, which is a good thing. It’s not so much about which medium works better: radio, print, broadcast, internet . . . , but rather how can we use them all together to best communicate what we need to communicate. 

Finally, Horovitz’ main point is how our current economy raises the stakes as to the results that must come from a $3 mil. 30-sec. spot. Looked at another way, though, it could be worth it more than ever this year, as many regulars in Super Sunday advertising like FedEx and General Motors pass on the opportunity. 

I don’t know that 30 seconds of anything is worth $3 mil. And to be honest, if you want to do it right, you really need about 5 minutes worth of spots scattered throughout the game, which equates to $30 mil. 

But, if you think it works, then I believe this year presents many more opportunities to the brave and risky than any other year in recent history. 

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