Every year when the Super Bowl rolls around, I’m offended by the ‘professionals’ in my industry who kickoff campaigns at this time. Granted, from a media efficiency standpoint the Super Bowl is a pretty decent investment. On a per-person basis, the cost of a commercial in the big game is virtually the same price as a 30-second primetime weekday commercial throughout the year.
My problem is that the overwhelming majority of commercials fumble when they simply try to shock or make viewers laugh with no regard to motivating them to buy. And, few have ever built market share or earned a significant return on investment.
It’s no wonder at all to me why the C-suite of executives lack respect for the marketing function. Shame on us marketing folk and shame on the ego driven brand executives who approve this rubbish.