By Rick Horrow and Karla Swatek
January 25, 2013
Advertising during the Super Bowl is an expensive, if not risky, proposition. For nearly $4 million, companies get 30 seconds to pitch themselves to more than 100 million Americans. Making the challenge even more daunting for advertisers, the Super Bowl broadcast is crowded, as dozens of advertisers buy commercial time and vie for viewers’ attention. A successful ad is one that’s memorable relative to the others.
Soft-drink machine maker Sodastream will make its Super Bowl debut during Sunday’s game. The company reportedly is using the ad time to make consumers more familiar with their products. But just because Sodastream is advertising on American television’s biggest stage, it doesn’t mean the company should expect a significant return on investment. According to a recent survey by the Retail Advertising and Marketing Association, only 8% of consumers say Super Bowl commercials affect their buying habits. Additionally, it’s not enough just to advertise during the game. Companies need an activation plan to capitalize on the large audience. If Sodastream’s primary goal is “awareness,” this could end up being a bad buy for shareholders.