Was Super Bowl Ad Spending An Economic Indicator?
The Super Bowl was more intense than usual. And not just for the hard fought close game or the nail-biting ending watching as New England quarterback Brady heaved a Hail Mary pass into the end zone. It was the first time I tried watching the game and engaging in social media at the same time. I tweeted throughout, visited cokepolarbear.com to watch the bears watch the game and even dropped in on Facebook to see what my friends and family were doing. The online chatter was mostly about the advertising. Perceived winners and losers. The majority of people in my social network found an ad or two to love, but the overall sentiment was that advertisers may have been trying to hard and that many of the spots missed the mark. I watched the ads carefully and generally agree but my takeaway is broader than that. Advertisers spent an estimated $230 million for the airtime alone.Many advertisers that would not have touched a $1 million dollar spot a few years ago were literally rolling around in $3 million dollar spots. Hyundai purchased five, General Motors, on welfare a couple of years ago had five spots in the big game as well. In fact, about 30% of the spots shown during the game were for automobile manufacturers. They didn't just show up. They showed up with celebrities, stunts, animals and intricate social media tie-ins. While the economy might not be back, big business seems to be spending again. Let's hope that hiring isn't far behind.
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