This year a 30-second Super Bowl spot sells for $4.5 million dollars.
With so much money on the line, which advertising strategies are the most effective? How are advertisers changing tactics to get people's attention? And who are they targeting?
We discuss this with Bob Gilbert, Associate Professor of Marketing at the University of Pittsburgh's Katz School of Business.
Throughout the segment, Professor Gilbert provides insight on the goals of branding and the tactics used in Super Bowl advertising.
“What we are trying to do is find the right combination of generating awareness and attention, but also generating comprehension… that’s hard to do at the same time. I think Super Bowl advertisers have therefore aired on the side of attention. If you look at a lot of Super Bowl events you’ll find that there’s not as much information about the brand as much as it is a statement about the character about the brand .”
Also be sure to listen out for Gilbert's opinion of the latest controversial commercial from the internet domain registrar company, GoDaddy.com. The ad was originally intended for this year's Super Bowl, but pulled in response to the social media backlash.