Ad Age magazine shared its annual review of the Superbowl ads last week. The critic’s comments are relegated to the level of craft of the marketing messages and execution, not really about what will be the most profitable or beneficial to the client. They rated Radio Shack as #1 – will be interesting to see how that translates to increases in their sales over the next year.
But who was really the best marketer on Sunday? I would have to say, it was the Super Bowl itself. You can’t argue with their brilliant strategy to reach a vast and incredibly diverse audience. If marketing is about selecting your target audiences and giving them what they want, then the Super Bowl has positioned itself as the ultimate “Sports-vertising” event, bringing in viewers not traditionally interested in football who watch, share, retweet, like, and discuss the commercials for weeks after the broadcast of a single 30-second, million dollar TV ad paid for by someone else, and to constantly refer to it in all media as “the SUPER BOWL ad”. Not a bad return on investment.