Water Cooler Talk
Neither of my teams (Patriots, Giants) made it to the Super Bowl this year, but I'll still be watching. I'd imagine many of you are in a similar position, and that like me you'll pay just as much attention to the commercials as to the game. Super Bowl advertising is one of the givens - we all assume that it's one of the better moves a company looking to make a name or establish a new look can make, and there are certainly success stories (the Budweiser frogs are, for better or worse, a permanent part of my psyche).
At some point, though, you need to ask whether the huge price tag is worth the gain, and if it is, what it is that justifies the cost. Adi has a new article up over at MediaPost talking about this exact issue and comparing it to viral online. His answer? The water-cooler talk, but that just refocuses the question: How do we measure it? Tough for TV viewing, but increasingly easy and accurate online.
Check out the full article here.
-Brian
