The $2.3 Million Breast

Advertising effectiveness – what do you remember and what will you buy?
Super Bowl Sunday. Most people watch for the thrill of the competition and/or out of team loyalty – which could be considered a distinct form of brand loyalty. Some of us watch to see the Super Bowl of Ads – the most creative, and expensive, ads of the year – and to ooh, ah and laugh over the coolest ones as we retell them later to our friends. (Word of mouth brand enforcement)
This year that all got trumped by the “thing” that everyone is talking about; the news networks continue to show, quote, analyze, hype; and the internet reproduces millions of times over: An exposed breast at halftime.

Personally, I missed it. Call me crazy, but I had other things to do than listen to same-old music and watch more MTV pop strutting. But I did see the 85-yard pass. that broke a Super Bowl record. And I did see the horse’s tail raise just before igniting a flamethrower that charred the girl-in-white in the sleigh c/o Anheuser Busch. And I did see the Patriots kick to win.

Most of the other ho-hum ads I saw in after-game  reporting when they were analyzed and rated. What really struck me was the fact that the rich and powerful paid $2.3 million PER 30-second slot – only to have everyone remember a cheap PR stunt.

It pays to pick your advertising outlets carefully. Because the value of advertising is in what people remember and buy – and it appears that Janet Jackson’s single is the hottest thing that came out of it.