Super Bowl Advertising ROI
January 29, 2009 · Filed Under Advertising · Comment
The publication Advertising Age recently published a fascinating article that shows how some companies were able to quantify their investment in Super Bowl ads.
The publication asked some companies to provide their Return on Investment (ROI) for 2008 Super Bowl ads. Remember… these ads cost around $3 million for a 30 second spot. Here are some examples of their results.
- Audi realized a 200% increase in web traffic in the month after the game;
- E-Trade increased by 12%– in one week– its number of new funded accounts;
- CareerBuilder had a 60% increase in job applications;
- Hyundai drew 300,000 Web site visitors who stayed an average of 5.5 minutes and resulted in 25,000 new leads;
- Cars.com had a 12% increase in brand awareness;
- Anheuser Busch had 21 million online ad views in the week after the game;
We’re not suggesting you should spend $3 million on a Super Bowl ad. However, we are saying you can find ways to quantify the effectiveness of your marketing efforts. This also is a reminder that you should think twice before making your marketing budget your first “cut.” The results could be devastating for your company.
