It doesn’t matter if a company has to eat cold beans the rest of the year. The Super Bowl is the prom, and everybody wants to go.
with the Budweiser Clydesdales, putting a lump in the throat of many a macho NFL fan, maybe the ad rate wouldn’t have jumped 16% between 2021 and 2022.
For an established brand like Pepsi, which uses the occasion as a “launching pad” for new products, the traditional measure of unit sales will determine ROI, according to Jenny Danzi, PepsiCo’s senior director of future brands. Automakers track things like website visits, Daboll told. And relative newcomers to the world’s biggest economy, such as Japan-based cash-back marketing firm Rakuten, will monitor website signups and customer retention, according to chief marketing officer Dana Marineau.
FTX’s collapse since then wasn’t the result of its lavish spending on advertising on the only day of the year when a sizable chunk of the population tunes in just to see the commercials. It simply meant that when FTX imploded in scandal and bankruptcy, a lot more people had heard of them.
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