It is Super Bowl time of year and companies around throughout the US are spending big time on making high quality ads and buying airtime at up to USD 5 million for 30 seconds. With around 50 million people expected to watch the Super Bowl in the US, the question has to be asked if this investment is worth it.
Multiple research studies have looked at the relationship between the success of the ad and the impact on sales volumes. The answer is usually that there is no impact on sales. In 2014, Ad Age reported that communications firm Communicus found that 60% of Super Bowl ads didn’t boost purchases—or even intent to purchase—though it did increase “brand awareness.” Last year, Genesis Media conducted a study that found 90% of viewers were not likely to buy something in a Super Bowl ad.
There are two online real estate companies taking a punt on boosting awareness and traffic by advertising during the Super Bowl - realtor.com and apartments.com.
Realtor.com will air two spots during the pregame coverage as part of its ongoing, award-winning “Real Estate in Real Time” campaign featuring actress and director Elizabeth Banks. The two spots are “All Things Real Estate” and “Sunshine and Puppies”. These spots will air nationally during the pregame show.
Apartments.com will air an ad called “Movin’ On Up” - nationally during the game’s second commercial break and in eight regional spots during the third quarter of the game.