How much is a Super Bowl ad worth?

Marketing research laboratory offers free analysis for Super Bowl advertisers.

January 8, 2010, Jacksonville Beach, FL – The cost of an advertisement during the Super Bowl is widely known public knowledge. While the final price has yet to be determined this year, the cost of one 30-second commercial at the 2009 Super Bowl was about $3 million according to USA Today.

Less well known, however, is the value of each advertisement. From the rise of social media to the fragmentation of mass media, advertisers are making multi-million dollar decisions while the ground shifts beneath their feet. And there appears to be no clear consensus among large advertisers, even in the same industry.

Some marketers, such as Pepsi, apparently no longer see the potential of a major singular event and will instead focus its efforts on cause-related marketing and online ads. It will not advertise during the big game for the first time in 24 years. Is it because the Pepsi brand has decided the ROI is not there? Yet, Dr. Pepper will be advertising for the first time.

So the MECLABS Conversion Group, a research laboratory dedicated to discovering "what really works" in marketing, is offering to help these advertisers ascertain the value of their investment. “Watching Super Bowl commercials is fun, but as a marketing researcher I have to ask the question – what is the return on this investment?,” Senior Manager of Research Partnerships Andy Mott said.

“Every day I talk to marketers from all over the world who are asking the same question about their advertising budgets. MECLABS conducts research to not only help marketers answer this question, but find the most effective use of their marketing budget,” Mott said. “Sometimes we’re afraid to question the status quo, but in a time when every dollar counts we must ask the hard questions and find answers with real data rather than just intuition.”

The MECLABS Conversion Group will conduct this free analysis for any marketer that buys a network television spot that airs nationwide during this year’s Super Bowl. Research analysts will construct a model to measure the effectiveness of the advertising spend.

This in-depth data analysis will show how the mass media exposure contributed to bottom-line results and include a short-term and long-term ROI model to help marketers understand the full breadth and depth of the message. The analysis will also measure the contribution of the exposure to the brand’s value.

“We will conduct this analysis free of charge and present the results to the marketers in a manner that is both powerful and easily understood,” Mott added. “If your campaign was a winner, we’ll make that win easier to socialize. If you didn’t get the value you expected, we’ll help you understand why so you’re more successful next year.”

Any marketer interested in discovering the value of its media buy can call Andy Mott at (904) 339-0068 or email conversion@meclabs.com for an in-depth analysis.