The bang for your buck on a Super Bowl XLVIII real estate ad is well worth the four million dollars.
For your thirty seconds of attention ad rotation slot exposure. The demographics, sheer number reach for your real estate agency's advertisement is only part of the marketing power punch though.
When you consider if the spot that yes, did cost something above and beyond the four million per half minute insertion to produce and air in the pigskin game.
But your real estate ad gains unending, non stop yardage way outside the stadium striped, numbered playing field.
The rows and rows of seats, the snack concession stands and beyond the parking lot.
Up up and away like the blimp overhead. Capturing the eye in the sky, play by play. For the biggest, bar none of all football games in the World. Watched in living rooms, sports bars, fraternity houses, prisons, aircraft carriers, desert tents, submarines, oval offices. On lap tops, mobile devices, you name it around the blue and green spinning marble.
Your real estate ad in the Super Bowl gains traction, catches the breeze. Sails higher and higher.
Because outside the actual game exposure, impressions that your hard working real estate spot builds, the return for your investment in marketing dollars just continues climbing.
The ad spot ricochets into other "stadiums, arenas" pockets of people gathered. To bump, tap into more sets of eyeballs, eardrums that hear, see it and read about it in the print media razzle dazzle.
If your real estate super bowl ad is clever enough to go viral on your You Tube real estate channel.
Which means talk, comedy shows like John Stewart and The Colbert Report even Tosh.0 latch on to it. Cause more marketing layer ripples to keep the message going. The media volume hot. Talking heads all adding their two cents and weighing in. To give a reaction to your real estate ad if it stands out, is creative and memorable. To be up close, personal. To as Jimi Hendrix crooned "let me stand next to your fire." To bask, steal some of that sunshine radiating off your real estate ad #rehashed after the Super Bowl game is over.
Stays front and center. In the minds of the audience that turn on, watch and listen to ABC's Good Morning America, NBC's The Today Show, CBS's This Morning. Then roll in the CNN, Fox Network's reviews. All the cable entertainment channels one by one. The late night talk shows, the news magazines and nightly broadcasts. Local media attention picks up the signal and runs with it.
It goes on and on, building way beyond the Arbitron, Nielsen numbers.
For how many watchers, listeners actually connected with the ad during their first showing. The day of the game is the tip of the iceberg.
The marketing game still being instant re-played after the final score in the Super Bowl match up buzzes to a final score. The happy winning fans going nuts.
Exposure continues, bringing more zero places into the marketing number results for free publicity from your Super Bowl real estate ad spot. That starts before, during, after the biggest of all football games.
Because the guy and gal on the street who get a chuckle, or a tear forming in one eye over the ad the first time. Does not stop at one sneak a peek. They have to have more, or can not avoid the hoopla everywhere you turn to see it showing over and over. Everywhere they turn unless living under a rock. Just branding your message in the repetition of re-broadcasts. Over and over on all the outlets across the 300 channels that are on and you complain there is nothing to watch.
Forbes Magazine says the Super Bowl ad audience is down 84% per ad dollar since 1967.
But if the game day numbers of 169 million viewers in the audience for Super Bowl XLVIII are only part of the ROI.
Think of all the direct mail pieces, the cost of printing, postage, labor, time, gas to assemble the fresh lists. The "broadcast" you do in your farming for property listings, fishing for real estate buyers.
Consider the cost of our Hartford Courant, Boston Globe, New York Times, Wall Street Journal real estate ad insertions we do and the audience scanning that column inches of newsprint and their online companion sites. Don't think that is worth 2 cents per impression, exposure, potential customer that saw the first round of your Super Bowl ad?
Without adding in the what happens going in to game day for your real estate ad.
Prior to kick off when someone snags an earlier review of the show case spot "leaked" to the media caught leading in to the game. Like the puppy and Clydesdale Super Bowl 2014 ad spot video for Budweiser. See it before kick off. Be prepared for the blitz after the game reaction.
Coupled with the over and over rewind, replay the arm chair quarter back watches.
Talks about at the barber shop or down at the club.
After the game to determine "who won" the advertising's most popular public opinion poll for Super Bowl ads.
And all the audience members tweeting, posting, commenting to voice and weigh in with their opinion on your real estate ad. How clever it was.
On which of the others made the biggest splash in their heads and hearts. Which one was most memorable as one by one they cake walk, keep coming out. Up and down the runway.
And every time it gets brought out, it is like a Vegas. Or cruise ship when out in International waters. That "ching ching ding ding ding ding" sound that does not stop. Signaling that popping numbers rolling over, higher and higher with the top like corn in the microwave. Before it's time to stop. To pull out the bag before burning kernels happens.
Except your Super Bowl real estate ad is remembered down into history.
Still floating around online in the video platform arsenal and coming up in searches along with all those live blog post links. In the articles written on the subject of the memorable Super Bowl ads. That every year get revisited, rehash tagged. So how many Super Bowl XLVIII real estate ads you running this year? That I should be looking for and hopefully won't appear back to back in an ad cluster with mine.