Newspaper article The Florida Times Union

The Other Players; Some Spend Big for 30 Seconds on TV - or on Social Media

Newspaper article The Florida Times Union

The Other Players; Some Spend Big for 30 Seconds on TV - or on Social Media

Article excerpt

Byline: Roger Bull

The price for a 30-second spot is higher this year, up $300,000 to $4.5 million. But ads for the Super Bowl are sold out, again.

That means NBC could collect more than $360 million for all those ads.

The ads have long since taken on a life of their own and become as much a part of the day and culture as the game itself. Mean Joe Greene swapping a jersey for a bottle of Coke. A young Darth Vader using the force to start a Volkswagen. Apple's 1984 blow against Big Brother and "Where's the beef?"

Once again, the lineup will include the big players: Anheuser-Busch, Coca-Cola, Pepsi, Nissan and Toyota. Carnival cruise lines will be there for the first time. So will Jublia antifungal treatment.

Mophie, a company that makes battery packs for mobile devices, will air its first-ever TV ad during the game.

"This is the Super Bowl of advertising, too," said Pat McKinney, chief creative director of the Jacksonville-based Dalton Agency. "The cachet of having a Super Bowl ad is huge."

WeatherTech, a car floor mat maker with annual revenue of $400 million, surprised people when it advertised during last year's game. "They blew their whole advertising budget," McKinney said.

But it will be back this year. Volkswagen will not.

"I was surprised," he said. "They've had some really great ones. For car manufacturers, it's really a no-brainer. But Skittles, I don't know. They're little pieces of colored sugar."

But Skittles will be there. After all, it was a Super Bowl ad for Snickers that put Betty White back in the spotlight.

The popularity of the commercials has been there for years; what's changed in recent years is all the sharing and talk about those ads on social media. They're not just seen once or twice during the game, they're posted on YouTube and Facebook, they're emailed, they're discussed. …

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