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Expensive Super Bowl ads are worth it for advertisers: prof

Last Updated Feb 5, 2016 at 12:06 am PST

(Courtesy NFL)
Summary

UBC prof says what's key is that the Super Bowl is watched live, so you can't skip the commercials.

Social media further expands the reach of Super Bowl commercials, says UBC prof.

VANCOUVER (NEWS 1130) – Half the fun watching the Super Bowl is seeing those ads.

But do the millions of dollars spent to air those commercials pay off for advertisers?

Chuck Weinberg with UBC’s Sauder School of Business points to studies that have been done on the impact of Super Bowl ads on big budget movie box office receipts.

“The big budget movies which did take out Super Bowl ads tend to do better because movie owners, anticipating more demand, make sure the movie is being shown in their theatres.”

He notes the audience for the game is massive – 100 million in the US alone.

The Super Bowl presents a unique opportunity for advertisers, in that the game is watched live. People likely won’t be watching it on PVR later and skipping the commercials.

The advent of social media, Weinberg says, further expands the reach of each ad.

“There is a social media build-up to the Super Bowl. So people are already talking about the ads. Now the ads are released in advance, so you don’t have to wait until the Super Bowl to see them. Fans use social media to discuss how good the ads were in comparison to others.”