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Fare pubblicità al Superbowl non rende. Lo sostiene uno studio della società di marketing Communicus, citato dall’edizione online dell’Handelszeitung , secondo cui la maggioranza degli spot (4 su 5) non producono gli effetti sperati e sono soldi buttati dalla finestra.
In fila per uno spot
La cosa può sorprendere visto che in vista della finale 2014 del campionato di football americano (NFL), prevista per domenica a New York, i maggiori marchi di consumo hanno sgomitato per avere spazio nelle pause di gioco della diretta dell’evento sportivo dell’anno made in USA (110 milioni di spettatori statunitensi guarderanno la finale tra i Denver Broncos e i Seattle Seahawks).
4 milioni per 30 secondi
Le cifre sborsate dalle aziende sono altissime. Quest’anno per trenta secondi si pagano fino a 4 milioni di dollari. Secondo Communicus, che ha esaminato le reazioni e i comportamenti di mille tifosi dopo la diffusione degli spot di importanti marchi, la propensione all’acquisto di quest'ultimi non cambia. Nemmeno se nel cast ci sono delle star dello sport o di Hollywood.
Da.Pa.
Gallery video - La pubblicità al Superbowl non rende
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