Game Or Money Maker Essay

1375 words - 6 pages

The largest money-making industry in the United States today is advertising.During events such as the Super Bowl, companies pay large sums of money in return forthirty seconds of air time. Advertising is the act of promoting a product by informing thepublic of the products worth. As America progresses, the need for advertisementprogresses as well. Companies must compete with one another in order to gain success.Television is the strongest medium to advertise in and also the most expensive. Everytime we turn on the television, we see sellers of almost identical products spending hugeamounts of money in order to convince us to buy their brands. Every year, each typicalAmerican watches 1550 hours of TV and 100 TV advertisements. The television mediahas a bigger advertising cost than the other medias, as it provides visual images andreaches a wide range of audiences. Sellers of everything, from computers to detergents,believe that advertising is essential to the product. Advertising is designed for onepurpose, to sell. It is becoming a major part of mass media. An excellent advertisementwill create a deep impression on its potential customers through particular techniques.With declining television audiences in the US, the Super Bowl is the one event that canguarantee advertisers the most eyeballs for their dollar. Each year the network hosting thesuper bowl brings in large revenues for thirty second slots of advertising and advertentlyeach year the costs for a thirty second slot is being manipulated by these networks.As Ray Warren, the managing director of Omnicom Group's OMD, is quoted assaying, "The Super Bowl is bigger than television...The game is a national holiday. It'sthe only place to put 100 million people in front of a commercial." Research shows thatSuper bowl commercials are recalled at more than double the rate of commercials runduring "normal" prime time programming. The Super Bowl is the one day of the yearwhen viewers actually anticipate and look forward to the ads. "No other media vehiclecommands as much money as a spot on The Game, because no other vehicle gives abrand such incredible reach, ratings, and impact." (Sann and Dusenberry) With 58commercials scheduled, it's important to be special, creative, and original. It would be acolossal waste of money, after all, if viewers turned sponsors' shill time into opportunitiesfor refrigerator runs and bathroom breaks. Reputations and careers have been ruined onSuper Bowl spots because the commercials have tanked, causing the companies to tank."The Super bowl ads cost $165 million dollars to make and then display. Commercialsaired during the Super Bowl generate almost as much attention as the football gameitself. By industry calculations, more than two out of three viewers pay attention to thecommercials and more than half talk about them the next day. Furthermore, more thanone in ten tune in just for the ads." (Kanner) If the game fails to be comparative early on,there can be significant...

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