With the pandemic continuing to cast its gloomy shadow, marketers face especially long odds this year to design an alluring Super Bowl ad—and some are scoring by choosing not to play, a Miami Herbert Business School marketing specialist says.
It’s fourth down, a mile to go, and the clock is winding down—just 30 seconds to be exact. The challenge for advertisers of designing a winning ad for the Super Bowl—a 30-second spot with a $5.5 million price tag that will play to some 100 million viewers in 25 languages in 180 countries—has never been tougher, according to Claudia Townsend, an associate professor of marketing at the University of Miami Patti and Allan Herbert Business School.
Townsend highlighted that marketers target specific audiences with tailored messages. The Super Bowl is the colossal anomaly.
“What makes the Super Bowl so different is that it’s such a broad, generalized population sample—there are kids,
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