Jan 29

What would you do with $2.7 million?

I know what I wouldn’t do with $2.7 million, and that’s blow it on a Super Bowl commercial. And, now atBudbowl
long last, comes scientific proof that, unless you’re Budweiser, you’re wasting your cash on Super Bowl spots.

A study just released at the Cognitive Science Conference (and what a fun group that must be!) showed that ‘…ads with poor cognitive skills were misattributed by consumers, and beer ads were attributed to the huge Super Bowl presence that is Budweiser.’ Translation: people simply don’t remember the ad they just saw. So, regardless of the category or the cleverness, Super Bowl ads don’t work.

This comes as no surprise whatsoever. Yet, the ad trades still routinely go nuts about ‘first time’ Super Bowl advertisers. And, Monday morning water cooler conversationalists everywhere will debate the most creative Super Bowl spot.

But, none of it matters because, unless you’re Bud, you’re ad’s going to be a dud.

Now, imagine for a minute how far $2.7mm would go if those very same marketers allocated the funds towards a mix of traditional and digital PR. It boggles the mind.

So, as you’re sipping your brew and eating that slice of pizza on Sunday, take a longer look at the ads. You’ll be watching $2.7 million literally going up in smoke.