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Super Bowl Ads: Straight Talk From a Web Marketer

Insights January 30, 2013

As a quick follow-up to my previous post, I thought this article comparing what a $4 million Super Bowl ad could buy in digital media, illustrates the digital/traditional marketing double-standard quite nicely. As Marshall points out, big brands are willing to drop the GDP of a small country on a 30-second spot but are still hesitant to make this type of investment in their online marketing strategy.

I would of course, add the ability to serve impressions to a refined target audience as a clear advantage of an investment in digital. $4 million spent online, particularly with a mix of paid and organic visibility strategies, would drastically minimize the amount of money spent on impressions served to individuals who fall outside the brands consumer profile.

Let’s take H&M for example and their 2012 commercial promoting David Beckham Bodywear (I promise this is to prove a point and not a gratuitous reference).

……but this is.

While I’m sure some women beg their significant others to buy these threads as a last ditch effort to simulate a universal female fantasy (“Beckham Bod”), the primary target market is most likely men between the ages of 18-35.  Based on the 2011 Superbowl audience composition trends, only 54% of viewers are male and only 23% of the total audience falls within the 18-34 age range (M&W).

If you count only the impressions served to H&M’s target audience, an optimistic calculation puts the CPM within this age bracket at $160 – and that’s including women. Assuming the gender distribution within that age range mimics that of the overall audience (54%/46%), you’re looking at $296 CPM.

Give me a budget like that to work with and I’ll get you results, a raise, and maybe a unicorn as a ‘thanks’ for doing business with us.

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