This article uses a lot of numbers to make not very strong arguments. Lets assume that as a media planner, you have the bag of money under your desk to plausibly be discussing buying a Superbowl spot. You are already spending millions of dollars on media every month, the question is - will the Superbowl spot yield more than other channels ? For some small set of advertisers in this decision matrix, there's also the q…
I think this is true if you evaluate it purely as a performance channel, but I suspect most Super Bowl buys aren't competing with search/social on the same axis
Let me give you the counterpoint that is increasingly hard to ignore :
You can reach the same users on search and social that the Superbowl will give you and if you can convert them more efficiently, where should your $10m go ?
The newfangled wisdom is that customers are at least as effective branding as the Superbowl