The value of advertising on the Super Bowl continues to have a “long tail”.
Even a week after the game many people were still discussing and writing about the ads as if they were critiquing a new movie or play on Broadway.
It can be argued that the public relations aspect of an ad on Super Sunday is without peer in the marketing arena.
Many companies offer sneak peeks of their productions in advance of the game. They appear online drumming-up thousands of views to the advertiser’s website, Facebook page, YouTube channel etc.
The TV networks also jump in offering a few ad teasers on their morning shows. Then those tidbits show-up on their own social media pages, thank you very much.
Come game time as many viewers seemed to be glued in to the commercials as they are to the on-field activity.
“Oh here’s the one about the Budweiser Clydesdale,” or “Look it’s the old people about Taco Bell,” or “Did you get that one about the farmer?”
The next day all the TV networks are talking about the commercials. The pundits liked this one and that one or couldn’t figure out what the hamburger chain was trying to accomplish with their spot.
The print media also hands out its list of hits and misses. Some newspapers even offer viewer scores and tabulated feedback.
Nearly every trade publication jumps on the bandwagon with their own ideas of what worked and what did not.
The ads of course are not inexpensive to produce and companies will use them on other programs to maintain the brand and keep the message resonating.
Case in point, last night on The Grammys’ telecast. Watching the show my wife yelled out, “Hey there’s the ad with the old people and Taco Bell, it’s a riot.”
Right then I knew Taco Bell had scored their own version of a golden gramophone after an earlier touchdown. They wagged the marketing tail with results that keep crunching away.