We’re all a Monday morning qb
There’s something really unique about Super Bowl Sunday that has nothing to do with the football... it’s the ads and the cultural (and intimate) conversation around the ads. For this one day, lots of millions of people (I mean LOTS of millions of people) congregate around a tv and become marketers. A wide range of marketers at that. Each with their own levels of interest, understanding and capacity of what brands are aiming to accomplish.
And this year was no different. By early accounts, viewership of the Super Bowl 59 slipped slightly (by around 5%) from 2024, yet the ad costs hit an all-time high at $7million… for a 30sec placement. That’s $233k/second. Prime media real estate. A tough pill for even the strongest-stomached CFO. Now there’s been enough think pieces on the value of these ads and ultimately value is driven by goal, so I won’t comment on that… it’s not my $7mil.
But here’s what I am commenting on… knowing how much each of these brands spent for their thirty seconds of ad time (not to mention the costs to actually produce the spot, pay talent, etc), it was especially interesting to see how much or how little people cared about the ads. When that commercial break hit, a different energy washed over the room.
Some folks perked up (they couldn’t care less about the game), some ran to the snacks or took to the bathroom, some turned to their partner to check-in while keeping an eye on the screen to make sure they didn’t miss the return from commercial break. No matter how they used the precious seconds, they all were active participants in the largest advertorial moment of the year — almost as if all the living rooms around the country were they’re very own mini organizations.
Their mission was clear, to win the game (and fortunately, for Eagles fans, they were very successful in that). But when it came to the advertising (and the details of the game for that matter), it was a room with a broad spectrum of talents and roles.
Let’s start with the Analyst - the keen observer, likely silent, just watching, taking it all in. Taking note of what they’re seeing, how they feel, the brands, the talent, the different narrative devices, organizing it in their brains. And by the end of the game, starting to instinctually find the common themes and trends. They get in the car to head home and turn to their partners and say, “did you notice how overtly sexy everything was this year” or “the humor was giving early 2010s”.
The Strategist
Always asking “but why” and “how’d we get here” and “uhhh, what was that”. Whether it’s in reaction to some weird AI or a confusing play call, the strategist is looking to unpack it, glean something of meaning from it. They need to understand the logic, the underlying insight, the human truth that led us to what we’re seeing. Not to change it but to make sense of it, to make the connections in their brains so they can rest easily at night. And to inform their own thinking so they become smarter, more thoughtful.
The PR - probably the loudest in the room. Telling people “omg, did you see what just happened” as you’re probably already eyes-glued thinking, yeah, I got it. Or they’re pulling you in from the kitchen because you “just have to see this!” But PR makes you feel differently about your experience. Their excitement got you even more excited, noticing details you would have otherwise missed. They have you posing for pics and posting on social so you don’t forget the time you had. And you’re leaving that party with 2 or 3 unforgettable memories because PR made sure of it.
The CMO - they’re calling the shots with a very direct and very vocal opinion. “Nope, wouldn’t have done it like that” or “Brad just wasn’t quite the right fit for that”. You definitely hear them, you often agree but you also don’t always know why. You trust them. They seem to know what they’re talking about and they probably do, but they didn’t give you much context. So you’re left inspired, satisfied, but a little confused. And no matter what, keep your differing opinions to yourself, you know it’s not worth the risk of a conflict.
The CEO
The CEO - simply, they aren’t really that engaged. Likely last to arrive, bopping around the room, texting, chit=chatting, weighing in on big moments so you know they’re there, wishing they were somewhere else and likely the first to go. And then they send a text to the host telling them how much they appreciate their effort, only to see this group of people again at next year’s Super Bowl party. Predictable, respected, rarely seen and always felt.
And who are you? I’m a mix of a few, just like most folks. Or I might be the unnamed CFO (okay okay, I said I wouldn't comment on value, but let’s just say, I’d be wanting to see the ROI). Next year, take a look around. Imagine your friends as SIMS but in a conference room. It’s fun. Especially if you’re just there for the food.
