Super Bowl advertising remains the single most expensive ad spend in American television, with a 30-second commercial in this year’s CBS broadcasting costing an average of $7 million. While that price point may be steep, a prominent advertising agency believes radio needs to pony up to be seen in TV’s biggest audience.
DMR/Interactive has recently examined what a Super Bowl ad promoting AM/FM radio would entail, and argued the benefits outweigh the costs associated with placing such a buy.
“If radio pulled this ad off, imagine the buzz and media coverage that would be generated throughout the advertising community leading up to the game,” said President and CEO of DMR/Interactive Andrew Curran. “Some online trolls might have a snarky response about radio, but the message would resonate with the 150 million working Americans who listen to their favorite radio station during their daily commute and while at work. They are the backbone of our country with disposable income and money to spend.”
“These are proven messages that would connect with both radio audiences: listeners and advertisers,” added DMR/Interactive Vice President of Marketing Strategy Tony Bannon. “As a former programmer and morning jock, it’s nice to see air talent receiving the top response.”
Some individual responses included ideas of thanking prominent AM/FM advertisers like Home Depot and Amazon, showcasing the immediacy of discussing top moments, and showcasing the history of the medium.
45% of those surveyed by the agency said an ad should showcase the fun and companionship local personalities provide. Another 41% said the medium’s reach should be the highlight. Finally, 14% voted for a message showcasing that stations are accessible for free as the biggest selling point for a Super Bowl commercial.
