Direct Line Blog

"If I had a million dollars..."

Share this article:
As the Super Bowl looms, the subject of ad spend is never far behind. As someone who has spent many years writing about the non-advertising marketing channels, my conversations are less “wow – did you see that ad?” and more “what would you do with the money that a 60-second spot costs?”

There’s no denying that the value of the spot goes far beyond the 60 seconds if the ad is creatively stunning, or controversial, or generates particularly good leads (and I intend to study the ad breaks on February 3 to see how many spots contain a direct response element). But a direct marketing executive will likely boast they can achieve far greater returns, and a longer-term customer relationship, with their own toolkit, if given just a fraction of the spend.

This train of thought started chugging with the news that NBC Universal was refunding some advertisers’ money for primetime rating shortfalls, due in part to the writers’ strike and Nielsen’s new ratings system. NBCU says it’s only a small portion, but for many marketers, it’s unusual and unexpected to suddenly have a chunk of budget unspoken for in the last two to three weeks of the financial year.

As brand marketers look toward an uncertain future of landing into commercial breaks with a splat, surrounded by endless reality programming, they must surely be looking elsewhere. This is when they can start to get really creative. So people are watching more TV online? Don’t just try to shoehorn the TV-ad-break model onto the Internet. Do something different with the format and the type of audience engagement you get online. One-off events like NBC’s giveback present a license to do something that hasn’t been done before. Don’t just spend it on buying alternative media for an existing ad.

How would you spend the $2.6 million-odd that a 60-second Super Bowl spot costs for your brand?
Share this article:
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

Voice of the Customer Is Far More Than Surveys

Voice of the Customer Is Far More Than ...

Linking what's learned from direct and indirect customer input creates a more holistic view of customers' expectations, needs, and perceptions.

All the Post Office Needs Is a Little Repackaging

All the Post Office Needs Is a Little ...

If big mailers want Standard Mail prices kept in line, they need to root, root, root for the Postal Service shipping team. It trails UPS and FedEx by $6 per ...

The State of B2B Marketing Automation

The State of B2B Marketing Automation

Adoption of marketing automation in B2B varies widely by industry—as does the perception of its value.