Superbowl Advertising - Why it's better to watch than play

Sunday, the NFL will produce the biggest television audience of the
year to watch the Colts and the Bears battle for dominance. While the
game will gather a huge audience, and as many people will talk about
the dumb officiating, last minute mistakes or broken bones as they will
about the commercials they saw between the plays, don't for a minute
think that Super Bowl advertising is a good idea.

There's a
difference between shouting in a crowded room and talking to people. A
difference that shows up in your bottom line. If you need to get a
bunch of short-term attention - say for a product that's set to launch,
or a movie that's going to be in theaters eventually - shouting at the
top of your lungs may be a way to get some attention. But if you want
to make a sale, expand your business or service your existing relationships, it's better to just talk to people.

Advertising
on the Super Bowl is loud. It's splashy. It's a way to get attention.
But it's a giant shotgun approach to advertising. You want your message
heard by people who care, not just by people in general.

The
better strategy is to use your advertising budget to reach prospective
customers who are inclined to listen to your message. Not just a few
million people trying not to drip nacho cheese on their jerseys.