Greg Sterling says, “A post-game empirical analysis by programmatic ad platform Rocket Fuel shows almost no lift or conversion benefit to Super Bowl advertising for auto makers. (I made a similar argument here.) The company then goes on to examine what marketers could have done online with the $4.5 million they spent on a single 30-second spot.

Rocket Fuel hypothesizes that it would have cost roughly $3.8 million (using an average $1.50 cpm) to buy every single impression available on the digital ad exchanges (roughly 2,542,573,344) during the entire Super Bowl across the internet.

One brand could thus have effectively taken over the internet for four hours for $700,000 less than what a single 30 second ad cost on NBC during the game”.

What 30 Seconds Of Super Bowl Ad Money Would Have Bought Online: 2,542,573,344 Impressions

Marketing Land

Sharing is caring