TV Junkie: Super Bowl AdFest - Check Out Chloris Leachman as #GoGranny
The focus this weekend is the media circlejerk otherwise known as Super Bowl Sunday. Ad time costs about $100,000 per second this time around (what recession?) with some sponsors spending upwards of $20,000,000 (not including production costs) over the few hours the game will transpire. We've already seen several of the ads, and there are some good ones (like the "Darth Vader VW" spot), but there's the perennial debate about whether or not this big spend is "worth it" for the sponsor.
If it's a well produced ad, then yes, it is worth the spend because the ad will be picked up and discussed on other TV shows, not to mention countless websites, and it can potentially go viral from there. If the advertiser is just spending more money to spread the same crap around, they will still get the exposure which is worth something but definitely costs more per impression since they will have far fewer impressions than a viral spun ad. Whether we're talking about broadcast networks or basic cable, advertising will be part of the package so there's no use railing against the ads. If you're into movies, the Super Bowl will provide you with a pretty good idea of what Hollywood is banking on this year as there will be at least 14 films marketed during gametime.
Even if ads don't make it on the air during Super Bowl Sunday, they can still refer to the game or even other advertisers - check out Network Solutions' "Go Granny" ad (above), featuring the incredible Chloris Leachman, in a parody of the GodDaddy.com Super Bowl ads that the PC cops have been howling about for years. Chloris says that she's just one phone call away from taking the "sisters" back to the Super Bowl. Of course the campaign has a Twitter handle, @Go_Granny and a hashtag, #gogranny.
We reported on a poll the other day that stated that 78% of Americans planned to watch the game which makes Sunday afternoon a great time to go to the movies or do some other activity that is usually difficult to do because of crowds. For even the most jaded, Super Bowl Sunday still can serve a positive purpose.