Advertisements that aired during Super Bowl 47 cost a mind-boggling average of $4 million per 30 seconds. If you estimate that 100 million people watched the game, that’s about $0.04 an eyeball. Do advertisers consider it money well spent?
First of all, I think there was something close to 60 commercials that aired last night. That is a LOT of clutter to break through, and while it’s no secret some people watch the game just for the ads, the ones that stand out would still need to be funny, relevant, and compelling. Instead, we mostly got disgusting (Go Daddy), confusing (Calvin Klein) and WTF (Audi).
Before the digital world and social media came along, ads were simpler. They actually focused on product features – like this ad from 1997 that ran during the big game:
Brands had far fewer options to engage with their consumers. There were no Facebook likes or Pinterest pages. Instagram and Twitter were things Al Gore had yet to...