CMO's Shy Away from $2 Million Super Bowl Spots
It may have been a smarter move than we thought for the pigskin free-for-all to lean on audience marketing muscle because apparently only 13 advertisers will admit to having purchased a seat in the ad line-up this year. Those most vocal in pre-game marketing include Anheuser-Busch, the NFL and Dorito's.
Advertising Age notes usual suspects like Snickers, CareerBuilder and Taco Bell are keeping mum, and not one ravenous big pharma name, movie studio or telecom brand has admitted to getting on board.
Increased pressure on CMO's, nervousness over one-click critics, and higher figures (upwards of $2-2.6 mill) for ad units are allegedly to blame, but we're looking on the bright side: possibly more attention paid to the actual game and more exciting marketing campaigns executed through a calendar year, as they should be, instead of advertisers traditionally slacking 11 months then blowing their load on game day. Because come on. Did it ever make sense to have people talk about your wicked ad campaign for a day versus all fucking year?
Geico, with their well-timed execution and clever ads, are great at generating attention season after season. And in case you were wondering, word on the street is the gecko's not batting an eye in the direction of the Super Bowl.