Super Bowl Sunday is now less than a week away. The hype began the minute the Patriots beat the Ravens and continued as the Giants edged the 49ers. Vegas installed the Patriots as the early favorites, intent on revenging their last loss to the G-men.
But I’m not here to talk about the game or who’s favored. I’m one of those people who takes their bathroom breaks during the game. For the big money is being spent between breaks. Three-and-a-half million dollars for 30 seconds of air time – that’s the going rate for this year’s commercials during the Super Bowl. Spots in the first quarter always cost more than those in the last – that’s to help cover the potential of a blow-out where viewers might change the channel. Or perhaps it’s due to the fact that by the 3rd quarter, many of those who are watching the game at Super Bowl parties are completely oblivious there’s even a game still underway. Who cares, just pass me another Bud Light.
Speaking of Bud Light, I’m proud to say that Cannonball, a local St. Louis agency has a contestant that will be trying to top the Ad Meter. I hope they do. I read that Joe Bishop, a friend of mine who has worked on many a spot for the brewery was on the recent shoot and I’m sure was in on the concept stage. I hope the spot rocks.
There’s a lot of pressure to perform. A-B In-Bev has six commercials airing, including two, 60-second versions for the flagship Budweiser brand. That’s four minutes of air time at roughly $7 million a minute which by my estimation comes out to around $28 million to sell some beer.
That’s a lot of beer that Mr. Brito is expecting to be sold. Of course, the key these days is to drive people to the website or the Facebook page or the YouTube channel showcasing the commercials. Still, visits don’t necessarily mean sales. You’ve got to get people at the 7-11 or the grocery store or local liquor retailer or your neighborhood Applebee’s to buck up at the cash register.
The new hero brand for A-B is apparently Bud Light Platinum. Something tells me that brand is not targeting me as a customer. I’m not sure what it is that makes the Platinum brand so platinum. Surely it can’t be that they’ve added a dash of the mineral that goes by the atomic number of 78 to the brew. So what is it? I guess we’ll find out on Sunday.
At least those of us that aren’t too drunk to know or who happen to be depositing some of said brew down the drain.