Intelligent Monday Morning Quarterbacking

Superbowl, for many, is as much about the ads as it is for the game.  During the telecast (and for weeks following) there is lively discussion about which were the "best" Superbowl ads. 

Unfortunately, the criteria for "best" is often "most likeable" or "funniest" ... causing many advertisers to spend millions of dollars in pursuit of a laugh or a mention on the Tonight show - but completely missing the mark when it comes to ROI on that very big investment. 

I've had clients who are anxious (crazed, even) to spend a bundle because they want to be seen in the big game.  My advice is consistent:  it's a good move only if it fits into your overall marketing approach and contributes to your brand equity.  Otherwise, it's a colossal waste of money. 

Here are two refreshing approaches to assessing the effectiveness of Superbowl ads.  Northwestern University's  Kellogg School of Management analyzes the ads (and grades them A to F) based on their ADPLAN model (looking at Attention, Distinction, Positioning, Linkage, Amplification, and Net Equity.  The result:  six As and six Ds and Fs.  Click here for the link. 

Here's another common-sensical (and sober) view of lessons learned from Superbowl from Business Journals.  Click here for the story. 

The Superbowl can be a stunning marketing opportunity or an unequaled marketing bust.  It depends on how you play the game.