Companies spending big money to generate buzz during Super Bowl

Feb 5, 2016, 5:00 AM

Advertising in the Super Bowl doesn’t come cheap, and companies are shelling out top dollar to get their message across this year.

Chief Creative Officer Bob Case with Lavidge in Phoenix said 30 seconds of airtime costs about $5 million. That’s half a million more than a year ago. He said these companies are not as concerned with a return on investment as they are with generating awareness for their brand.

“If you want awareness, you want to try and get the biggest reach you can get,” Case said. “The Super Bowl is that in spades, and it has been forever.”

But for some companies it’s more than just promoting awareness for their brand. Likeability comes into play.

“You also need affinity,” Case said. “You need people to like your brand. You need people to fall in love with you.”

Ads usually range from humorous to emotional. Case said the Hyundai and Heinz spots airing in this year’s Super Bowl are some of his favorites. He said social media allows companies to maximize their Super Bowl spots, with some releasing their ads days before the game.

“Then the follow up is to see how many views you got over the weekend and how many views you got the following week,” Case said.

One local company that has been a Super Bowl advertising staple over the past decade will not have a spot during this year’s TV broadcast. Scottsdale-based GoDaddy is instead planning to air a 30 second ad during the online livestream of the game.

GoDaddy spokeswoman Elizabeth Driscoll said they are shifting their advertising style to focus more on what they do to help people succeed online. They are looking to target specific viewers, like small business owners, with their digital campaign during the Super Bowl. GoDaddy had advertised during the TV broadcast of the Super Bowl since 2005.

We want to hear from you.

Have a story idea or tip? Pass it along to the KTAR News team here.

Arizona News

Preston Lord murder suspect Talyn Vigil posted bond and was released from jail on April 12, 2024. (...

Talyn Vigil, suspect in murder of Preston Lord, posts bonds and is released from jail

Talyn Vigil, one of seven suspects indicted in the murder of 16-year-old Preston Lord in Queen Creek, posted bond and was released from jail Friday, authorities said.

1 hour ago

Santokh "Sam" Singh went missing in Gilbert on April 12, 2024. (DPS Photo)...

Silver Alert issued for 79-year-old man who went missing in Gilbert

A Silver Alert was issued Friday for a 79-year-old man who went missing in Gilbert earlier in the day, authorities said.

2 hours ago

Republican presidential candidate former President Donald Trump speaks at a Get Out The Vote rally ...

Associated Press

Trump pushes Arizona lawmakers to ‘remedy’ state abortion ruling that he says ‘went too far’

Donald Trump urged Arizona lawmakers on Friday to swiftly “remedy” the state court ruling allowing prosecutors to enforce an abortion ban.

2 hours ago

Runesha White, 22, is accused of stabbing a man in the back after he recorded a separate fight on A...

Woman arrested after fight leads to stabbing, shooting in Glendale

A woman was arrested and two people were hospitalized after a fight led to a stabbing and a shooting in Glendale on Wednesday night.

3 hours ago

A girl posing with another girl and a boy holds a cellphone to take a selfie in what appears to be ...

Kevin Stone

Arizona Gov. Katie Hobbs vetoes school cellphone ban, says it’s unnecessary

Arizona Gov. Katie Hobbs vetoed a proposed student cellphone ban, saying "schools are already addressing" the issue.

5 hours ago

Split image showing the mugshot of Annie Anderson on the left and a deputy frisking her while she p...

Kevin Stone

Suspect in ‘Baby Skylar’ case extradited to Phoenix to face murder charge in newborn’s death

A woman who allegedly left her newborn baby in a Phoenix airport garbage can in 2005 has been extradited to Arizona.

6 hours ago

Sponsored Articles


Midwestern University

Midwestern University Clinics: transforming health care in the valley

Midwestern University, long a fixture of comprehensive health care education in the West Valley, is also a recognized leader in community health care.


Fiesta Bowl Foundation

The 51st annual Vrbo Fiesta Bowl Parade is excitingly upon us

The 51st annual Vrbo Fiesta Bowl Parade presented by Lerner & Rowe is upon us! The attraction honors Arizona and the history of the game.


Collins Comfort Masters

Avoid a potential emergency and get your home’s heating and furnace safety checked

With the weather getting colder throughout the Valley, the best time to make sure your heating is all up to date is now. 

Companies spending big money to generate buzz during Super Bowl