After the media team at Fox started to count down the weeks to the Super Bowl in February 2014, they could all finally give a sigh of relief.
They sold out the Super Bowl.
Several outlets have announced that the price tag for the Super Bowl's 30-second spots is around $4–$4.5 million dollars. Of course, those who paid for space near the beginning of the game and right before halftime probably paid a little more than the rest. Those who took out a whole minute may even feel their purses to be a little bit lighter.
As to which brands will we see — the source article relates that all the car companies are back, even G.M., who sat out of last year's game. Anheuser-Busch, Sodastream, Butterfinger, Doritos, and GoDaddy have also confirmed that they are coming back.
As for newcomers? The word is still getting out, but right now we only know that Cheerio's, the cereal company owned by General Mills, is making its first appearance.
So far, many of the brands have been hush-hush about the ads they are running, which is quite different than last year. Last year marked the time when many brands released tidbits of, or even complete, ad spots they were going to run. The idea was that people would share the spot and watch it again when it aired to the masses for the first time. Brands bought into the idea that we love being the source of information to our friends.
So what happened? Many people did share the ads. Many people watched the ads beforehand. But, unless we missed the report, the recall of ads that were seen beforehand and the ads that weren't didn't highlight any significant difference. In fact, even in our case, we were more excited to see the spots and brands we didn't know were advertising.
So it goes.
One thing we do know is that one company was already denied an advertising spot: Daniel Defense.
Daniel Defense, an ammunition and firearms company, wanted to run this spot during the Super Bowl. According to the linked source, they aren't sure if the company sincerely wanted it in the Super Bowl or tried to submit for the sake of saying that "it got banned."
As the Super Bowl gets closer, we look forward to bringing you more coverage, insight, and analysis.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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