Like the majority of advertising investments, the decision to advertise in the Super Bowl comes down to return on investment. With the average cost of a 30 second national spot running around $3 million, the decision to advertise is not an easy choice.  Repeat advertisers warn that it is essential to re-evaluate yearly campaign objectives, and past results to determine if the hefty investment will be beneficial year over year.

Results seen by repeat Super Bowl advertisers have measured a 75% sales increase during the subsequent week, and an average of around an 11% growth for the month.  According to a recent study by Nielsen, 51% of interviewed viewers said that they enjoy the commercials more than the actual Super Bowl game.

There is no argument that placing an ad during the Super Bowl gets an advertiser the biggest reach of the year (with an astounding 98 million viewers) at a relatively affordable CPM.  But, In order to maximize ROI, Super Bowl advertisers can stack the deck in their favor by doing more than just buying a spot in the game.  By prompting viewers to visit their digital and social spaces, advertisers have the ability to extend their efforts past the game.  It is imperative that messaging is broadened beyond the hours of the Super Bowl coverage to drive up the ROI and create a long-term impact on viewers.

Tags: ROI, Super Bowl, Super Bowl Ads