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The ‘dead' 30-second spot comes to life
16 Sep 2008
While some research shows that the traditional 30-second TV commercial is in its death throes worldwide, it will not only come to life for just one day in the US next year, but will cock a snoot at cynics with a record rate of almost R1 million a second being put up in advance by at least a dozen big brands.
For next year's Super Bowl football final in Tampa, Florida, NBC has already sold off 80% of its total available advertising inventory.
R25million a pop
And at least a dozen advertisers have already committed to paying R25million for a 30-second spot during the main ad break.
It has become a tradition that outrageous amounts of money are being asked from advertisers during this game. But, Super Bowl Sunday is not just about a game. It is one of the most massive events on the US marketing calendar.
Massive food consumption
According to Wikipedia, the championship game of the National Football League and its ancillary festivities constitute Super Bowl Sunday. Over the years, it has become the most-watched US television broadcast of the year and has become an unofficial national holiday.
But what makes it interesting to marketers is that Super Bowl Sunday is the second-largest US food consumption day, after Thanksgiving.
Super Bowl Sunday is also celebrated in South Africa mostly by the SABC, e.tv and M-Net eating their hearts out.
About Chris Moerdyk
Apart from being a corporate marketing analyst, advisor and media commentator, Chris Moerdyk is a former chairman of Bizcommunity. He was head of strategic planning and public affairs for BMW South Africa and spent 16 years in the creative and client service departments of ad agencies, ending up as resident director of Lindsay Smithers-FCB in KwaZulu-Natal. Email Chris on moc.liamg@ckydreom and follow him on Twitter at @chrismoerdyk.
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