Why a Super Bowl Ad Is the Smartest Way to Waste $5 Million
The biggest blockbuster in pop culture doesn’t benefit most of its advertisers. So, what are they thinking?
The Super Bowl is weird. Three hundred and sixty four days a year, Americans do not seek out advertising for emotional catharsis. But on one Sunday evening, they gather in reverent silence for a national christening of corporate iconography, to celebrate the birth of several 30-second brand promotions.
The Super Bowl is also enormous, a Kilimanjaro looming over the cultural landscape. The biggest cinematic blockbuster from 2016, Rogue One, sold about 55 million tickets. The 2017 Super Bowl’s audience will be at least 110 million viewers. In terms of cultural reach, football’s championship game is twice the size of the biggest blockbuster.
To advertise on such a massive for a 30-second spot.
