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Super Bowl Ads As Cheap Creative? I Doubt It January 31, 2007

Posted by David Card in Media.

This is a pretty silly interpretation of the consumer-created ads that are going to run on the Super Bowl. It’s not about lowering the cost of creative — it’s about engagement, and, of course, riding the hype tide. I suspect the marketers spent as much on creating the contests as they would have on traditional creative. But they’re getting a big bonus in marketing and PR, as evidenced by the story. And who knows, maybe they’ll get a cool ad…

    For advertisers, consumer-created content is a cost-savings bonanza. Advertisers are paying more than $2.6 million for the most expensive 30-second spot in this year’s Super Bowl, up from $2.5 million last year. Just to produce a top-level 30-second ad can easily cost more than $1 million. A commercial produced by an amateur, by comparison, can be had for the price of a plane ticket and a trip to the game for the winner and some post-production cleanup for the ad itself.
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