Super Bowl Ad Attention

Gary Vaynerchuk explains that Super Bowl advertising is the most underpriced media opportunity in the world, offering unprecedented guaranteed attention at scale, though success depends heavily on creative execution.

Key Points:

• Media Value Proposition:

  • Gets 130 million people to watch 30 seconds of video
  • Viewers actually want to watch and pay attention
  • Cost is around $7-8 million per spot

• Success Variables:

  • Creative execution is the key variable
  • Media placement might be well-priced but poor creative can waste the opportunity
  • Celebrity endorsement costs can make or break ROI
    • Example: Beyoncé in Verizon ad - value depends on payment amount
    • Sweet spot between underpaying ($500k would be a steal) and overpaying ($40M would be too much)

• Why It's Underpriced:

  • Guaranteed mass attention at scale
  • Rare opportunity to reach such a large, engaged audience
  • Hard to replicate this level of viewership and attention in other media

The opportunity lies in the guaranteed attention of 130M viewers, but success requires strong creative execution and careful management of production costs, particularly celebrity talent fees.