Real You: What do you have to say for $100,000 per second?

Posted on | January 30, 2009 |

Well, if you’re an advertiser with a spot on the Super Bowl this Sunday, that’s the air-time costs. Add creative conception, production - especially if you’re trying 3D - and that’s a huge investment. With 30 seconds to pay-off. This year, some of the tried and true will be back including the Clydesdales. Many advertisers have added give-aways and coupons to their ads while others will tout giving back with a big nod to the Obama campaign themes. You’ll also see humorous spots - Pedigree’s for their dog adoption campaign is cute and meaningful - as we all enjoy a little escapism during these tough economic times.

I wonder if we’ll see any great examples of marketing to women? I hope so. I do every year, and I’m usually disappointed. According to Nielsen, 37.7 million women over the age of 18 watched the 2008 Super Bowl. Interestingly, people identifying themselves as avid NFL fans outpaced total U.S. spending in skin care by 74 percent and are increasingly drinking wine. So, we will all wait and see what the approximately 50 minutes and 50 seconds of commercial time will bring. Last year, 52 brands competed for your attention. Victoria’s Secret had the highest-rated commercial, seen by 103.7 million folks.

Since the audience is by all counts almost equally split (43 percent female according to some, while some have it skewing more female than male), there will be a time when brave - smart - advertisers acknowledge the female buying power even during a traditionally male event. There are more women watching this event than the Academy Awards. If it’s time for 3D, isn’t it time for a bit of audience reality, too? I can’t wait to see the SoBe ad and I have my fingers crossed that many more will become part of our great advertising tradition. I also promise to run screaming from the room when the Go Daddy spot appears.

Kaira Sturdivant Rouda will be watching and recording her impressions of this year’s Super Bowl ads for Marketing to Women E-ssentials. Her husband and kids promise to help, too.