How effective is a 3-second TV ad?

December 25, 2008

What takes some just 3 seconds to do?

Punch lines aside, for some folks it’s airing a television commercial.

And not just any commercial, we’re talking about the most highly coveted advertising space of each year — a Super Bowl television ad.

This, at least, is the cost-saving scheme of New York-based Weatherproof Garment Co., which is proposing to buy a 30-second ad in this season’s Super Bowl and share the slot with nine other companies.

“Not only is a 30-second ad cost prohibitive, especially in today’s economy, but we feel strongly that we can accomplish our mission of reaching America’s consumers within 3 seconds,” Freddie Stollmack, president of Weatherproof, said in a news release. “We are confident that many other brands will agree.”

Weatherproof has reached out to about 100 companies to gauge their interest, the release said.

If successful, the move would cut the cost of the ad by as much as $2.7 million during a time when many of the game’s traditional ad buyers are forgoing the expense due to the economy.

Super Bowl standards like FedEx, GMC and Garmin are sitting out this year’s game, and NBC still has more spots to sell with just more a month to go before the big game. Should the broadcast company take a cue from Weatherproof Garment and split ad space up to sell at a lower price?

It may be a lousy economy but it’s still the Super Bowl and millions will be watching. Would you fork over a few hundred thousand for a three-second shot during one of the biggest media events of the year?

LIZ FARMER, Business Writer

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Posted by Jackie Sauter, Web Editor | Filed Under advertising, business 

Comments

One Response to “How effective is a 3-second TV ad?”

  1. Steve on December 31st, 2008 12:41 am

    It can be effective for a company with more recognition to flash a quick well-known slogan or recognizable Trademark, but an ad from Weatherproof Garment Co., will likely just solicit a “huh?” followed by another “huh?” as the viewer struggles to process 10 fast ads jammed upon one another.

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