Voted & Quoted

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61% of voters do not think Super Bowl commercials are worth their record-making prices (the average price of a :30 jumped 7% this year to $2.25 million) . Only 39% feel the exposure during the big game justifies the cost of the ads.

"The Super Bowl has become an event that is blown way out of proportion to its residual value. The Daytona 500 has nearly as many viewers without the trumped up ad costs."

William L. Bonham/Partner/Diana's Creations/Dickinson, Texas

"The ads are always great and very creative. But I really doubt that they go very far for actually selling the product. They are more like entertaining shorts sponsored by a brand. The high price for advertising just gets passed on to the consumer."

Aaron Brown/Manager/Big River Breads/Corvallis, Ore.

"At approximately 2.5ยข per viewer (88.6 million viewers/$22.3 million for a 30 second spot ... not to mention the ripple effect at the office and the media coverage the next day) how many other opportunities or venues allow such an impact? It is a chance to create and perpetuate a permanent bond with loyal consumers."

Paul Melter/Director of Strategy Implementation/ Saatchi & Saatchi/New York

Next week's question is "Are TV's problems as bad as last week's NATPE attendees suggested?" To submit your answer please log on to, QwikFIND aao29v

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