Advertising Industry
Industry: Email Alert RSS FeedVoted & Quoted.(Viewpoint)(marketing execs weigh in on value of Super Bowl commercials)
Advertising Age, January, 2003
55% ...of AdAge.com readers say that the cost of a Super Bowl spot has become inflated beyond its real value to advertisers. The remaining 45% said it has not.
"Why would a responsible marketer in today's economy pay $2.1 million for the opportunity of presenting their brand to the family pets as the humans take a bathroom break? It's lunacy."
Leslie Ross
Director-Marketing Communications/Naviant/New York
"If the ads are memorable and made the product memorable, then $2.1million is a fine amount. But we've built so much expectation around this event that advertisers feel compelled to overreach, designing ads to entertain, not educate or sell. Prices rise and the spots still sell out, so the price isn't too inflated-but advertisers...
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