For advertisers planning to buy commercial time during this year’s Super Bowl, it’s not a matter of if they’ll buy, but when their ads will air.
Although the airtime could cost more, earlier in the game is better, so says Robert Kolt, a Michigan State University instructor of advertising and public relations who tracks and analyzes the high-profile Super Bowl ads.
“Advertisers are thinking about the gamble,” he said. “And the smart money is on ads in the first quarter.”
That’s because last year many great commercials went unseen because the game was such as snoozer. Seattle defeated Denver 43-8, in a game that was pretty much decided by halftime.
And advertisers are being extra cautious this year because prices for an ad – about $4.5 million for 30 seconds of airtime – are at a record high.
This year, Kolt said, the usual suspects are buying ads, although the auto companies are holding back a bit, buying about half as much as they did in 2014.
“Food, beer and pop advertisers will all buy big and, based on the creative ad previews I’ve seen, I think it will be a good year for quality,” he said.
“The Super Bowl draws more people across all demographics than any other broadcast event in America. It is a uniquely American experience.”
This year will be the 18th consecutive year that MSU advertising professors will gather to watch and rate the Super Bowl commercials.
Using a five-point grading scale, the voting faculty will rate each commercial on creativity, production and overall quality.
The event starts at 5:30 p.m. at the Pizza House, 4790 S. Hagadorn Road, East Lansing.
Last year’s winner was a Budweiser beer commercial in which a puppy and a horse develop a special relationship.
This year’s Super Bowl is Sunday, featuring the Seattle Seahawks and New England Patriots. Kickoff is 6:25 p.m. on NBC.