"Nobody has a plan for February 9th. I've watched this pattern for nearly three decades. Not in advertising, but in organizations. A CEO announces a transformation. The room claps. The strategy deck is beautiful. And then the idea dissolves somewhere between the executive floor and the people who actually have to do something different on Tuesday morning. I call it an absorption failure. A message reaches its audience. The audience even responds. But nothing exists on the other side to catch it."
"This year's Super Bowl LX ads cost $8 million for 30 seconds, a 48% increase over the past decade. Add production and celebrity fees and a single campaign can consume $15 to $20 million before it airs. According to System1 Group, nearly 20% of Super Bowl viewers can't recall what brand an ad was for, even immediately after watching it."
Super Bowl ads now cost roughly $8 million for 30 seconds, with production and celebrity fees driving total campaign costs to $15–$20 million. A substantial portion of viewers fail to recall advertised brands immediately after airing, reducing unaided brand awareness among top advertisers. Many campaigns function as entertainment rather than effective advertising, and their impact depends on external factors like game competitiveness. Organizations frequently launch high-profile campaigns or transformations without operational plans to absorb and act on resulting audience interest. The absence of post-airing infrastructure causes messages to evaporate instead of converting into measurable business outcomes.
Read at Forbes
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