Super Bowl Commercials: Beneficial?

The average price for a 30-second spot in the Super Bowl this year will cost over $5 million and that does not include the cost to make the ad, according to Sports Illustrated.

On February 4, the millions of viewers tuned into Super Bowl LII will see the biggest day of the year for NFL teams and also for those in the advertising game. These viewers come from areas throughout the country, including here at Hawaii Baptist Academy. The Eagle Eye asked faculty members about their views on the Super Bowl and what they think about the costly commercials.

The first question that comes to mind after hearing the cost is: Is it worth it?

Companies believe the price tag is well worth it for a chance that their ad will be seen by more than 100 million people, many of whom tune in to the game to see the ads as much as or more than to watch the game. HBA science and math teacher Kenai Duran believes the price could be well worth it. “Views of a product clearly show an increase in purchase,” he stated.

Many advertisers agree, especially in this era of “cord cutting” – or not having cable at home – and DVRs. The Super Bowl is an event that is most often watched live, especially by millennials and other groups that usually skip ads. The two keys to making this endeavor worthwhile are to have a memorable commercial and a follow up plan, like a related website the commercial references with more information on the product.

The next question is what makes a good commercial?

HBA Bible teacher Peter Chang and English teacher Dawson Vorderbruegge both feel that telling a story is a strong key, with Chang adding that he wants it to evoke some emotion. “An emotional response is a key in capturing someone’s attention and influencing people,” Chang said.

Media experts agree that it is important to understand the difference between forming an emotional connection with the viewers as opposed to just entertaining them. Making this connection often involves the use of humor, which disarms the audience while also drawing a smile. Vorderbruegge said he still remembers the Budweiser frog commercials from the 1990s, which his family would joke about all year long. This is the longevity and remembrance that all of these ads are shooting for, the true validation of their journey toward brand recognition and ultimately greater sales.

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