More than reach

The math: $5M for 30 seconds to reach 103 million viewers. A cool $166,667 per second. 

Sure, TV advertising isn’t dead. 

But human attention is under attack. How many ads from the big game can you recall?

There’s a silver lining for those who bought air time: Ads get second lives on digital platforms where we laugh, share, pan, move on, come back, and spend time.

The $166,667 cost-per-second for a Super Bowl TV ad drops when we factor in the long tail of the internet. To exactly what, and for how much ROI, is a black box that James Bond 007 couldn’t even crack.

Imagine if we could examine the ROI for all Super Bowl ads that aired.

That might be worth $5M for those who measure more than reach.