Marketing Briefing: For this year’s Super Bowl, marketers will seek to ‘stretch investment’ however they can
Even so, marketers and agency execs say that the importance of the Super Bowl remains high as it is one of the few events where consumers are tuning in live and actually paying attention to the ads. That attention – harder and harder to come by – is why marketers are still willing to shell out up to $7 million for a 30-second spot on Super Bowl LVII on Fox on Feb. 12, despite the economic downturn.
That’s not to say all brands are ready to pony up that kind of cash — some like Toyota and Carmax, among others, are sitting out this year’s game. As for categories, “movies and streamers are the category that is up the most,” said Jon Lefferts, evp of integrated investments at UM.
The price increase at a time when many marketers are pulling back on ad spending given economic uncertainty will have marketers looking to get as much bang for their buck as possible with the game to justify the investment, according to marketers and agency execs.