February 7, 2025
For businesses contemplating a major advertising investment, the Super Bowl represents the ultimate high-stakes marketing play. While a single 30-second spot may cost over $8 million, many companies explore advertising opportunities that stretch their budgets, sometimes beyond their means, in hopes of significant brand exposure. The real challenge isn’t just making a great ad but ensuring its impact lasts well beyond the initial spend.
A Big Spend Requires a Bigger Strategy
Spending a large portion of a budget on a high-profile ad is a risk, but risk without strategy is just a gamble. Businesses must treat such investments as part of a broader marketing initiative rather than a standalone event. Take Duolingo and Dollar Shave Club, for example. The language-learning app built a massive social media following, particularly on TikTok, through fun, edgy, and sometimes chaotic content featuring its mascot, Duo. This organic growth laid the foundation for larger advertising pushes. Similarly, before investing in big ad buys, Dollar Shave Club went viral with a single YouTube video in 2012. Its irreverent, humorous tone resonated with audiences, helping the brand establish a strong identity before expanding its marketing efforts.
The Work Begins Before the Ad Airs
One of the biggest misconceptions about high-cost advertising is that the placement itself does all the work. In reality, successful brands generate buzz well in advance. Planters in 2020 generated massive pre-game buzz by announcing the “death” of their mascot, Mr. Peanut, weeks before the Super Bowl. This led to a funeral-themed Super Bowl ad, and a follow-up campaign introducing “Baby Nut.” The stunt kept people talking long before the ad aired.
By creating interactive and shareable content before the big moment, brands can amplify their reach and ensure their message sticks. Businesses should consider social media teasers, influencer partnerships, and interactive campaigns to extend their ad’s shelf life beyond its initial airing.
Measuring ROI: More Than Just Views
For businesses debating whether a large investment is worth it, it’s important to understand what success looks like. The true return on an expensive ad isn’t just about how many people watch, it’s about what they do afterward. According to a 2023 Kantar study, a well-executed campaign can be 20 times more effective than a standard TV commercial in influencing brand perception. Strong campaigns can drive a 40% increase in brand awareness and deliver three times the ROI of an average advertisement. The key takeaway? A great ad is only valuable if it translates to long-term engagement and sales growth.
The Learning Moment: Smart Risks Yield the Best Rewards
Investing in a high-cost ad or any large-scale advertising campaign isn’t just about having a flashy moment; it’s about crafting a long-term brand-building strategy. Businesses looking to take this kind of risk must ensure they have a well-defined audience, a compelling message, and a plan to sustain engagement long after the commercial ends.
For those willing to take the leap, high-profile advertising can be a game-changer. But the brands that truly win are the ones that play the long game.
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