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Rise in Super Bowl Ad Prices Threatens Raw Deal for Advertisers

In the very first Super Bowl, in 1966, it cost just $42,500 to buy a 30 second commercial during the game. Only 26.7 million people watched the Green Bay Packers beat the Kansas City Chiefs 35 10.Times have changed. For Super Bowl XLIV advertisers paid $3 million on average during the New Orleans Saints Indianapolis Colts faceoff. The audience https://www.canadagoosejacketca.ca has increased too the previous four Super Bowls all had more than 90 million viewers each.(Click to enlarge; source: Nielsen/Adweek)But, canada goose outlet in canada as these charts indicate, while the dollar cost of an ad on the Super Bowl has increased more than 6,900 percent, the effective per viewer cost canada goose outlet store new york has tripled since 1984.That year, 85.5 million people watched the Chicago Bears beat the New England Patriots 46 10. Advertisers paid $525,000 per spot, or about 1 cent to reach each person viewing the game. Today, a $3 million spot works out at about 3 cents to reach each viewer.The other thing you’ll notice in the numbers is that while the total audience for the game has topped out canada goose discount uk between 90 and 100 million people, the canada goose outlet winnipeg total price still seems to be climbing. canada goose outlet in usa The game broke the $1 million barrier in 1994, and the $2 million mark in 1999. The price has been $3 canada goose outlet toronto million since 2008.Those rising costs, coupled with the fact that most advertisers want to reach niche audiences moms over 40 or kids under 13, for canada goose premium outlet instance instead of mass canada goose outlet parka audiences, have created a debate about whether Super canada goose outlet woodbury Bowl advertisers are getting enough bang for their buck. This year, Pepsi, General Motors and FedEx all former Super Bowl advertising stalwarts decided enough was enough and withdrew from the show.In their place newer, upstart brands such as canada goose outlet reviews GoDaddy and Cash4Gold are using the game to make a splash in front of one of the few truly massive audiences that the media can still deliver.One way to measure whether advertisers are getting their money’s worth is to see if consumers canada goose outlet online store review are talking about the ads after the game there’s no point in burning $3 million in 30 seconds if no one remembers your ad. This year, Mullen (the ad agency for Timberland, Four Seasons and Stanley Tools) created ”Brand Bowl 2010,” which canada goose outlet shop monitors Twitter Canada Goose Outlet for comments about Super canada goose outlet vip Bowl ads, and assigns them a negative or canada goose outlet uk positive rank.Going in to the game, Focus on the Family’s anti abortion ”Celebrate life” spot starring Heisman Trophy winner Tim canada goose jacket uk Tebow led the pack with more Tweets than any other advertiser. Audi was second and Universal Studios was third. Ulp!But that all changed dramatically by the end of The Who’s halftime show: Teleflora canada goose jacket outlet toronto led the pack with 15,461 Tweets following canada goose outlet real a so so ad that posited the notion that flowers sent in a box are not as good as fresh flowers sent from official canada goose outlet a local florist. (Perhaps the company generated comments because until that ad aired no one knew boxed flowers were controversial?)In second place was Doritos (15,297 Tweets), which dominated the first canada goose clothing uk quarter with a trio of hilarious ads. The one in which a dog wearing an electronic anti bark collar slips it onto an unsuspecting human and exacts canada goose outlet washington dc its revenge was the funniest canada goose uk ad of canada goose outlet official the first half.In eighth place was CBS, whose house spots dominated the canada goose outlet england breaks. Most memorable was its ad for CSI: Miami in canada goose outlet near me outer space, which generated a ”what the f?” reaction at the Super Bowl party I attended.Focus on the Family slipped to third place after its ad aired in the 3rd slot of the evening during the first quarter it emerged as a mostly unmemorable spot that was over before viewers could figure out what it was about, and thus belied the advance hype surrounding its inclusion in the show. All mouth and no trousers, as the English say.And finally: Thank you, The Who! canada goose outlet in uk Did they rock or what? That’s what a halftime show looks like. The End.

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