Arment Dietrich

Can a Tweet be More Effective than a Super Bowl Ad?

By: Arment Dietrich | November 4, 2010 | 

Ford on TwitterFord Motor Company believes social networking sites such as Facebook and Twitter can gain them greater word-of-mouth opportunities within their target audiences for less money than Super Bowl ads.

“Customers are spending as much time with the mobile smart phone or online as they are watching TV now, so our advertising dollars have to flow to where the people are,” says Jim Farley, Ford’s marketing chief.

But why are companies just realizing this now? That is true, but when you make new friends, you don’t forget the old.

Has last year’s announcement that PepsiCo Inc. would no longer pay for Super Bowls ads trickled down because of budget constraints or have they created a new case study for their advertising efforts (or lack thereof)?

The Super Bowl is still one of the most watched television programs and according to Nielsen, “over half of the audience that tunes into the Super Bowl enjoys the commercials more than the actual game.”

I believe in social media but I also believe in those commercials. To me the good ones get media exposure for a long time. During the weeks following the Super Bowl, I see the replayed commercials everywhere. They either take up my Facebook wall or someone tells me to watch them on YouTube.

Will the Super Bowl be as fun this year without our beloved launching of great commercials?

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5 Comments on "Can a Tweet be More Effective than a Super Bowl Ad?"


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5 years 9 months ago
Great topic! This is clearly a ploy at trying to get Super Bowl ad rates to come down and/or these companies can’t afford to have those ads anymore and this is a way of making it seem like they are choosing not to pay for them. You are right on the money about how we remember the ads weeks after they air. The thing with advertising during the Super Bowl is that it’s to get your name out there (GoDaddy) and to have your product on people’s minds. It is not like after I saw that kids slap the guy… Read more »
5 years 9 months ago
I agree that this definitely sounds like a good plan to help lower the costs of Super Bowl ads. Social media doesn’t replace traditional media. While Super Bowl ads get extraordinary coverage, I have to wonder…just because there was a funny ad about a certain drink…it never made me start drinking for example miller lite over bud lite either. Recently I’ve also noticed a decline in the quality and amount of creative and catchy ads. I wonder – perhaps more money is now put into the ad spot as opposed to the ad itself. Needless to say I think the… Read more »
5 years 9 months ago

“What a douche! This guy likes his own comment?” – What you’re thinking

No. This article mysteriously vanished as I posted this. The LIKE is for the fact that this comment still exists.

5 years 9 months ago

There is a time for everything,
and a season for every activity under the heavens:

Ecclesiastes 3:1 (NRV)

3 years 10 months ago

If the person is well known and has lots of followers, it’s more effective.