Many companies believe the answer is a resounding “Yes!”.
They argue the in-game $3 million, thirty-second commercial, will reach an unprecedented audience. More than 100 million persons will watch the game, including millions of young men and other hard to reach demographic groups.
In fact viewers are actually “tuned-in” to watch not only the on-field action but also the ads.
The game within the game is to see all the commercials and then pick your favorites.
TV critics and marketing pundits will also be watching carefully. They won’t hesitate to write about which spots hit the mark and which ones failed.
Newspapers like USA Today will actually devote space to which ads scored the highest among targeted groups of viewers.
In most years advertising during the Super Bowl also adds millions of dollars in public relations value. TV news shows spend their own valuable air time previewing the ads ahead of the game, then debating them afterwards.
The snow storm across much of the country coupled with the uprising in Egypt has put a damper on the usual Super Bowl hype. But the NFL has attracted record TV audiences this year and the Packers-Steelers match-up should follow the pattern.
For a new company wanting to make a big splash, there is no equal to advertising on the Super Bowl.
The same can be said for an older company wishing to rejuvenate its brand or introduce a new product.
Some major brands are staying away from Super Sunday. Instead they will invest their marketing dollars into other ad vehicles, social media etc.
Still companies with the right budget, and the right strategies to handle additional store traffic, web hits, and whatever hype that may come their way, will find there is no equal to being part of the game on Super Sunday. A fact for which there is little argument.