There’s an article trending on twitter (twending?) from Digiday. It’s about all the things you could buy in the digital space for the price of one $4million Superbowl spot. It’s supposed to be a pro-digital article. It’s on Digiday after all. But not a single one of the things they recommend would achieve anything like the exposure of one Superbowl TV spot. Especially a good one. Not to mention all the masses of free media (good and bad, both on- and offline) generated by each spot regardless of their merits. There’s a good article how VW maximised this with their 2011 ”The Force” spot here.
What the Digiday article misses is the fact that it’s not quantity but quality that counts. A superbowl spot is one of those ultimate brand accessories. Why would you want to put a big banner on YouTube for eight days when you could have an ad in the Superbowl (with one of the largest TV audiences in the world)? It doesn’t matter how great your massive interactive YouTube banner is, it’s just not going to have the impact of a TV spot. Nor will anything else for that matter.
It’s a bit like saying to the missus, “You can have that Mulberry handbag you’ve always dreamed about, or you can have these 200 backpacks which can carry so much more stuff“. Dumb right?