Advertisers will spend around $5 million for a 30-second Super Bowl ad on Sunday - but they could be putting that money to better use

• With the Super Bowl this Sunday, prepare to see dozens of 30-second spots that cost brands and advertisers upwards of $5 million.
• This money could, however, be used in potentially more lucrative ways, which calls into question if the price tag on these coveted ad spots is worth it.
• To learn more about the future of TV and digital advertising, check out The Next Era of Advertising.

In an increasingly digital-obsessed world, the Super Bowl is one of the last draws of audiences to traditional TV where they are exposed to commercials. This globally televised game not only captivates sports fans around the world, but it throws down the gauntlet for advertisers interested in fighting for their 30 seconds of screen time.

While this event has been at the top of the annual most-watched broadcast list for decades, Super Bowl viewership has leveled off since its 114 million peak in 2015, and overall NFL viewership has also seen a decline. Recent studies have also found that viewers are not giving commercials their full attention, as 10% of consumers are forgetting the brands advertised, and 33% don't recall seeing the commercials in the first place.

Others argue that the social buzz of a popular commercial could increase brand awareness and even purchase intent, but it remains highly unlikely that advertisers would see a financial return on their substantial investment. With a $5 million dollar price tag just for a 30-second ad spot and additional costs such as ad creation, publicity, and other elements of the campaign, not to mention the costs to re-run the commercials after the Super Bowl, these brief commercials are a drain on any annual budget.

This same $5 million amount could fund more cost-effective strategies, such as such as 2+ million paid clicks on Amazon search ads or 1+ billion Instagram impressions, according to Digiday. Yet many major brands continue to invest in costly TV commercials to demonstrate confidence and financial backing.

But is this the best and most sustainable course of action for the future?

To help answer this question, eMarketer has put together The Next Era of Advertising bundle to offer clarity on the continued draw of audiences to traditional TV advertising, demonstrate how companies can capitalize on these efforts, and communicate what shifts can be expected in the future of both TV and digital advertising.

With the 2020 Super Bowl on Sunday, here are some advertising trends to consider:

• It may be worthwhile for brands to negotiate for exclusive advertising rights, as companies are more likely to experience a boost in sales when directly associated with the Super Bowl and not pitted against direct competitors.
• For maximum effectiveness and reach, successful companies supplement traditional TV advertising with online platforms where customers are driven for acquisition and greater product knowledge.
• Companies may want to consider another method of advertising, as Super Bowl audiences are not easily able to shift their mindset from party mode to making emotional and costly buying decisions.

Other concurrent forms of advertising make it hard to attribute purchasing decisions to one-time Super Bowl ads. But there is something we can still count on: advertisers continuing to drop exorbitant sums of money on coveted commercial spots while also engaging digital tactics to win those dollars back.

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