There's a lot of competition for the attention of consumers on Super Bowl Sunday. Marketers know that breaking through the clutter is not only challenging; it's incredibly expensive, as well. That's why top marketers such as Microsoft, Procter & Gamble and Unilever are taking a pass on running commercial spots during the broadcast of this year's game between the Chicago Bears and Indianapolis Colts.
"The Super Bowl is a great marketing vehicle. There's no doubt about it," Stacie Bright, senior marketing communications director at Unilever, told AdAge.com. Last year, Unilever ran a single 'Real Beauty' spot during the Super Bowl broadcast. This year, the company is opting to run spots for Dove during the Academy Awards.
Larry Koffler, who handles the Dove account for the Edelman public relations firm, said, "We would not recommend a spot for the Super Bowl just for the reach from a pure value perspective. It works if it's integrated [with other things]. With simply one ad, even with the built-in mechanism for pre- and post-game publicity, it really isn't enough."
Microsoft is not concerned about missing the game. "We think we have a product and a message that stands alone," said John B. Williams, general manager-Windows global communications. "Borrowed interest is always something you look at, but [our marketing] will give us more pop, in our opinion, than going into a Super Bowl environment."
Discussion Questions: Does the Super Bowl hold the same importance as a marketing event that it has in year's past? What are your thoughts on top marketers that have advertised during past Super Bowl broadcasts that are not doing so this year?