January 30, 2008 1:08 PM
A whole lot of buzz, not much in cash register sales and in some cases a negative stock downgrade.
Take the case of Under Armour, an athletic apparel company that shelled out its $2.7 million to advertise its new cross-trainer sneakers in this Sunday’s Super Bowl. Yep, it got buzz, but bad buzz, as Wachovia instantly downgraded the company’s stock, saying it was an irresponsible move in such an anemic economy.
Ouch. That story now has Wall Street traders saying very few Super Bowl advertisers actually reap sales, only short-lasting buzz, and that the spots do nothing to make the cash register ring.
Yeah, the spots sure make great fodder to fill that sometimes awkward quiet time in long elevator rides on Monday morning, but it’s hard to believe they don’t actually help the brand.
I think Wachovia is a whiner. If I were an advertiser I’d leap to be in the Super Bowl. After all, at what other time of the year do normal people—those not in the business—actually talk about TV commercials?