So now that the Super Bowl has concluded, the active critiquing period of the commericals that aired during the game will begin. I almost find it to be a complete waste of money for marketers, but it appears as though advertising on TV during the game has become a status symbol.
Essentially, if you are able to pony up the coin for the commercial time slot, then you (the brand advertised) can become part of an evoked set of brands. Take for example GoDaddy.com. This brand has religiously advertised during previous Super Bowls. As a matter of fact, they had two plays of the same commercial in one previous Super Bowl. Talk about shelling out the cash!!!
Anyway, the point here is that the actual reward for these commercials are not in the 10-30 seconds that it takes to run the ads in front of 50 million people world wide. The true benefit of these commercials will be in the endless blogs, newspaper colums, and publications that will be dedicated to breaking each commercial down one-by-one. Then, these same outlets will rank and provide a historical perspective on where this years crop of commercials ranks all time.
The bottom line in all of this is that YouTube and the seemingly endless supply of new media outlets will keep this years set of SuperBowl commercials alive for much longer than the memory of the New York Football Giants Super Bowl 42 victory. In January of next year the buildup for the Super Bowl will not make much mention of the exciting game; rather the talk will be about the exorbanent cost of Super Bowl advertising and how this year (which will actually be next year) the commercials are going to be unbelieveable.
My overall opinion of the commercials this season was a 6. The only redeaming quality for this season was the AMP commercial! The ability to start a car through osmosis of free electrons gathered from a can of AMP should not be understated. As a matter of fact, someone should tell Al Gore. He could use this novel idea to decrease his carbon footprint!
Matt
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