Point of View
Though the television ratings for this year’s broadcast were basically even from last year, the truth remains that the Super Bowl is an incredibly prestigious platform that can be powerful for brands with a spot in the mix - not to mention that declining or flat TV ratings has as much to do with the way people consume content now, and doesn’t translate to lower interest or engagement. However, brands that get involved with the Super Bowl should not treat the opportunity as a chance to fly wildly off the cuff. Whether you’re spending millions on a Super Bowl spot or creating a digital campaign with minimal budget, the truth remains: Marketing works when it has a defined purpose. Without a defined purpose, even a platform as mighty (and expensive) as the Super Bowl can lead brands towards inefficient and, ultimately, insufficient outcomes.