YouTube & the Superbowl

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I was just thinking about ROI costs for Anheuser-Busch for Superbowl XLI. Early reports say that the cost of a 30 second spot for the Superbowl was $2.6 million, and that the broadcast attracted just over 90 million viewers. I’m sure not all of those stayed the course for the whole broadcast, but assuming they did, that works out at 26 cents for every 9 viewers per spot.

All AB spots were uploaded to YouTube in one group here. I’m sure they were also probably uploaded by other users too, but even so, many of these spots feature on the top 20 most watched videos for the week. A quick back-of-envelope calculation shows that these spots combined have been viewed over 17 million times since Sunday.

So it looks to me like AB alone has received half a million bucks worth of free media in three days, a figure that will only increase in the next week. And I’m sure all those people who request the YouTube video pay a lot more attention than those at various Superbowl parties.

  • So I read Jaffes book on the 30 second spot and liked it. He does rail on what a waste the money spent on 30 second spots for the super bowl are. Now it seems with Utube and other video aggregators that these spots have giant legs well after the super bowl. Strange how things evolve in time. Whats next? See ya in Crayonville where we can discuss this.
    mike
    (aka don babcock in SL)
  • So I read Jaffes book on the 30 second spot and liked it. He does rail on what a waste the money spent on 30 second spots for the super bowl are. Now it seems with Utube and other video aggregators that these spots have giant legs well after the super bowl. Strange how things evolve in time. Whats next?
  • The conclusion is .. don't buy a Superbowl spot ..... but make an Ad around the Superbowl theme ... and release it to Youtube at Superbowl time !
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