This year’s Super Bowl sparked a debate in the advertising community. Two commercials with similar creative concepts were run back-to-back. This led to confusion among consumers, left advertisers wondering if they deserved make-goods, and the industry asking if this could have been prevented.

Careerbuilder’s ‘Casual Friday’ ran first, followed by Docker’s ‘Men Without Pants’ spot; both used similar visuals. CBS who aired this year’s Super Bowl felt the heat from both advertisers. They were looking for make-good spots because of the mishap. Eventually CBS gave Dockers make-goods which consisted of three 30-second spots in the NCAA Men’s Basketball Championships.

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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.

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