Motley Fool Hidden Gems Investing - $5.5M for One Ad?

Episode Date: February 2, 2021

Super Bowl ad time are the most expensive you’ll find on television. So after companies spend the money, what’s the best advertising strategy to use with your time? Jeanine Poggi, senior editor at Ad Age, believes that branding (over a specific call-to-action) is the way to go. Learn more about your ad choices. Visit megaphone.fm/adchoices

Chris Hill. With The Motley Fool Money Extra, I'm Chris Hill. Super Bowl 55 is on February 7th, which means it's also the day of the most expensive television ads for the entire year. 30 seconds of ad time during the game will cost a cool $5.5 million. For the companies buying ad time, it's expensive and carries some risk. After all, if you're paying that much money for a single ad, you want to get the most out of it. Some ads will try to drive an action, like getting viewers to go to a website. Other ads are about branding. Janine Poggi is a senior editor at AdAge, and she has years of experience with Super Bowl ads. As Janine sees it, one of those strategies is definitely better than the other.

Janine Poggi, Senior Editor, Super Bowl Ads. The Super Bowl to me has always come across us is a place where it's about brand awareness. Many times in the Superbowl, we've seen brands come out there. You don't even know what product they're necessarily trying to sell, or they're not specifically trying to sell a product. It's about a message that connects consumers to the brand. And that might not be a direct message saying, come buy our chips, our dip, our cola, whatever other product they're trying to sell. It's about people remembering the brands and being, oh yeah, I really liked that ads when they're in the grocery store and they see those chips on the shelf, you know, that comes to mind. So I do think that the Super Bowl, given the cost and the large

amount of people that are watching the game, it's really about building brand awareness, whether it's a brand that's very familiar and we've seen year after year or a newcomer that is just trying to get their company out to a larger audience. Kickoff is set for 6.30 p.m. Eastern this coming Sunday. The ads, however, they'll start a little before that. I'm Chris Hill. Thanks for listening. We'll see you next time.