Good article from AdAge about the value of a commercial during the Super Bowl.  While many scoff at spending $3 million dollars on one 30 second commercial during the Super Bowl, there is a lot of value that can be derived.  The key is to make sure the campaign stacks up beyond the commercial.  There needs to be sufficient support behind the spot to make sure consumers are being engaged after the spot is done.  Most Super Bowl advertisers are now bringing the viewers to their website in order to expand upon the commercial they aired.

Reasons to advertise during the Super Bowl:
* The Super Bowl is an event where the viewers are excited to see the commercials.  No one speeds through them or leaves the room when they are on.  So it is a chance to get across a message that will be willingly received by millions of potential consumers of your product.

* The buzz around Super Bowl commercials goes well beyond the game.  The media covers the spots that will air before the game kicks off, and then rates them afterwards.  Millions of dollars of additional exposure are picked up by advertisers of the Super Bowl from the additional media spotlight on the commercials.  Then you also have to add up the residual benefits of being a part of the water cooler conversation in every office in America.  The next day people are talking about the Super Bowl commercials – which they liked, which ones they disliked.  That conversation is invaluable to the brands that paid for Super Bowl spots.

* The internet is a big key to effective Super Bowl advertising.  Many of the marketers paying for a spot in the big game are using creative web campaigns or viral marketing campaigns to keep the conversations going after the game ends. Hyundai said they gained 25,000 viable leads from visitors to their website after the 2008 Super Bowl.  Lead generation is a huge reason to play a Super Bowl ad.

* The Super Bowl is the ultimate brand builder.  Established companies like Anheuser-Busch use the game to further their brand in consumers minds.  People already know A-B brands like Budwesier, but the Super Bowl ads give A-B a chance to create feelings towards their brand.  Or A-B can expose consumers to a new story about their products or brand.  The Super Bowl acts as “king maker” towards up-and-coming companies that advertise during the big game.  The brands of GoDaddy, CareerBuilder and SalesGenie were put on the map by the advertisements they ran during the Super Bowl.  GoDaddy has ridden their Super Bowl success to almost 50% market share in their category.

So when you are watching the big game this Sunday, remember to think about the brands that are making a statement when the commercials come on.  You are going to help make or break that $3 million investment from the company advertising during the Super Bowl.