Is Advertising During The Super Bowl a Good Investment?


This Sunday, February 12, marks the biggest sporting event of the year – the sport of Super Bowl advertising. Who will come out as winners and who will have to go back to the drawing board to figure out where their advertising went wrong? And, with national ads costing upwards of $7 million per 30-second spot and local/regional ads running in the thousands, you may wonder, are Super Bowl ads really worth it?

The answer? [pause for dramatic effect.]

It depends . . . and here’s why.

An event like the Super Bowl is one way to reach millions of people nationally, and thousands of people locally. Your ad will be seen by people who have made watching the commercials a sport all on its own. This is an excellent way to increase your brand visibility – but you have to think of your Super Bowl commercial as more than just ‘one play’ and instead, a part of your entire game plan.

Before you decide to buy advertising during the Super Bowl, or any major television event, take some time to consider if it’s worth the price tag to see your commercial run during a big event. It may be a real thrill to see your ad run during a major TV event, especially when you’re at a Super Bowl party with your friends and family.

However, ask yourself the following questions:

  • Are you reaching your target audiences?
  • Did spending what could be a significant portion of your overall advertising budget help you achieve your overall marketing goals?
  • Is your website and your social media channels up-to-date and ready to be part of your strategy?
  • Will this be money well spent or is it a vanity buy?

Pro Tip: Answering these questions will help you decide if investing in Super Bowl advertising makes sense. And if it does, then it’s time to develop a game plan to capitalize on your Super Bowl ad buy.

Here’s How:

Pre-Game Your Advertising

Years ago, Super Bowl commercials were seen for the first time during the Super Bowl. Now, we see them online before they air on live television. Brands put out teaser ads, reporters write about them, and morning news programs share them and talk about them. Why? Because showing them online, on YouTube, Facebook, Instagram, LinkedIn, etc., helps you reach audiences who may not watch the Super Bowl. It also builds awareness and increases your opportunity to get your message out in the lead-up to the big game.

Post-Game Is Crucial

The game may be over, but that doesn’t mean your advertising should be over too. A team that just scored a touchdown doesn’t decline to go for the extra point, and you shouldn’t either. Get the most ROI out of your Super Bowl ad buy by implementing additional marketing strategies to expand and increase the longevity of your message.

Super Bowl LVII is just days away. If you have an ad running this Sunday, there is still time to capitalize on the coverage it will receive. Consider sharing your ad on your social channels, implementing a digital campaign and incorporating messaging from your ad on your website and in print pieces.

If you want to get ahead of the game for 2024 and are not sure where to start, let us know. Chartwell can help you determine the best tactics to leverage your Super Bowl ad buy spend so it lasts long after the celebrations and parades. But you don’t have to wait for the next Super Bowl. We create Super Bowl-quality commercials and videos any time of the year!

Need some inspiration for your future Super Bowl commercial? Here are the commercials to watch out for, according to Forbes.