Tide was one of the brands to receive a Super Bowl commercial. The Super Bowl being the Super Bowl, it should come as no surprise to learn that this came at an incredible cost. The exact numbers are unknown at this point in time, but there are some estimates that can be made. For example, the average Super Bowl commercial for 30 seconds’ length went for more than $5 million in 2018. Since Tide’s Super Bowl commercial went for 90 seconds, which was in addition to 10 seconds of billboards, it is not unreasonable to speculate something in the ballpark of $18 million. However, it should be noted that the real figure should be both higher and lower than this. First, it should be higher because there is the cost of actually making the commercial to consider as well. Second, it should be lower because it is possible that Proctor & Gamble received a discount for buying more airtime as well as buying earlier than other interested businesses. Summed up, it is clear that Proctor & Gamble paid a great deal for Tide’s Super Bowl commercial even if the exact numbers are unknown, which makes one wonder whether it was worth it or not.
Are Super Bowl Commercials Worth the Price?
With that said, there is no simple answer to the question of whether Tide’s spending on a Super Bowl commercial was worth it or not for the simple reason that there is never a simple answer to such questions. After all, the answer depends on not just the circumstances of the business that is buying the Super Bowl commercial but also the skill with which their Super Bowl commercial will be created. For example, while the Super Bowl is watched by an incredible number of Americans as well as other people in other countries, it is not difficult to come up with businesses selling products and services that cater to a clientele that has either no interest or next-to-no interest in the event.
As a result, it would be safe to say that buying a Super Bowl commercial would not be a good idea for said businesses in most cases. Likewise, it is not difficult to imagine how a business might end up with a Super Bowl commercial that doesn’t send the message that it wants to send interested individuals about its products and services, with the result that its spending doesn’t provide it with the marketing benefits that it was hoping for. Regardless, it should be clear that there are times when buying a Super Bowl commercial is warranted and times when buying a Super Bowl commercial is not warranted.
As for Tide in particular, it should be noted that its Super Bowl commercial is coming at a time when the news has been filled with reports about the so-called Tide pod challenge. For those who are unfamiliar with the concept, there have been concerns about children eating Tide pods for some time, which are based on their colorfulness, their squishiness, and the fact that they smell nice. However, more recent times have seen older children and teenagers encouraging one another to eat Tide pods, which is perhaps unsurprisingly, rather dangerous. Partly, this is because the substances contained within them can cause asphyxiation if they get into the lungs, and partly, this is because the substances contained within them are pretty toxic, meaning that they can cause seizures as well as unconsciousness. As a result, the Super Bowl commercial was an excellent chance for Tide to change the subject because for obvious reasons, the Tide pod challenge has not exactly done wonders for its image as well as the image of its products.
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