The commercials used to be a big deal at the Super Bowl. People gathered around the television set would wait to see what new, funny creative was coming on during breaks in the game and then start their reviews. Water coolers on Monday were often as much talk about the spots as the game itself.
In recent years, however, some of the magic seems to have gone out of the Super Bowl commercial game. Now, companies start building a social media and public relations buzz about the great spot that's coming. As with movies and television shows, the buildup can often lead to disappointment when spots don't live up to the hype. In other instances, the pre-game promotion includes showing the actual commercials beforehand, leaving very little reason to stay in front of the set to watch the ads again on Sunday.
Brian Thomas, general manager of brand marketing at Volkswagen of America, told the Chicago Tribune, "The Super Bowl is really not a game on a Sunday afternoon anymore."
Instead, Mr. Thomas, said it "is almost a three-week PR and social media campaign, and you have to think of it that way." Volkswagen is an advertiser in this year's game and is looking to top last year's "Kid Vader" spot with a sequel, of sorts, this year.
Marketers contend that, with the cost of running a spot during the Super Bowl, they almost have to begin their pitch weeks in advance to help them get a better return on their advertising investment. According to The Wall Street Journal, the air time for a 30-second spot during the Giants-Patriots game will cost around $3.5 million.
There's also the reality that there are a ton of commercials booked for the game. One way marketers think they can cut through the clutter is to get an early start.