It’s been ten days since the Super Bowl. Ten days after millions spent in advertising at $5 million for a 30 second ad nationally and about $50k locally. Lots of REACH! In some cases, great CREATIVE (Tide, looking at you!… And who doesn’t want to go to Australia now?) But, what about the other ways to get brand equity? FREQUENCY and CONSISTENCY are nowhere to be found on that $5 million-dollar investment. Just like it takes a few times before a song gets stuck in your head and you’re singing along, a brand isn’t developed over 30 seconds.
Advertising is part science and part art. The science comes from the Reach, Frequency and consistency. The art is all the creative. Great creative can cover up ALOT of advertising sins, but in can’t create brand equity without consistency and frequency. Top of the mind brand awareness is built one ad at a time. Television, radio, digital, social, billboards, print, pens, t-shirts…. You get it.
Back to Super Bowl commercials. Surely at $5 million a pop everyone should get these easy questions correct. (Send me the answers…Honor system…Maybe a prize in it for you) See if your Super Brain recalls any of these…. Go now!
1. What detergent is great at getting game stains out?
2. Jason Bourne himself, Matt Damon, did an ad for a beer. What was the ad for?
3. Steve Tyler starred in an ad. What was it for?
4. Chis Pratt was in two separate ads? What were they?
5. What ad featured a bunch babies?
There you go, over $30 million (just in ad time, not counting creative) was spent with just these five questions. Worth the money?