Pepsi Quits Super Bowl
December 20th, 2009 by Bob Bly
After 23 consecutive years of advertising during the Super Bowl, Pepsi has finally said: “Enough!”
The cost of running a TV commercial during the Super Bowl last year was $3 million for a 30-second spot.
Can you imagine watching your commercial run knowing that each second just cost you another $100,000?
According to an article in the Record (12/18/09), Pepsi plans to shift the ad dollars to a new marketing effort that’s mostly online.
Can you imagine what you could accomplish with a $3 million marketing budget for your Internet business … or even a $100,000 budget?
I predict we’re going to continue to see a shift of ad dollars away from TV and into Internet.
As for Pepsi, I think they made the right move — don’t you agree?
This entry was posted on Sunday, December 20th, 2009 at 1:46 pm and is filed under General. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
December 20th, 2009 at 1:47 pm
[...] Pepsi Quits Super Bowel – bly.com blog – bly.com direct marketing blog bly.com/blog/general/pepsi-quits-super-bowel – view page – cached After 23 consecutive years of advertising during the Super Bowl, Pepsi has finally said: “Enough!” [...]
December 20th, 2009 at 7:08 pm
I don’t know whether or not they made the right move. It’s amazing, though, that a brand so established in society still needs to hustle and advertise.
It’s not surprising, but it is amazing.
Ad dollars migrating to the net sounds very positive for online entrepreneurs like myself. Should be good for those who do business online and unfavorable for TV.
December 20th, 2009 at 9:29 pm
[...] post: Pepsi Quits Super Bowel – bly.com blog – bly.com direct marketing blog By admin | category: direct general | tags: baiting-the-first, entry, filed-under, [...]
December 20th, 2009 at 9:50 pm
[...] more from the original source: Pepsi Quits Super Bowel – bly.com blog – bly.com direct marketing blog By admin | category: marketing budget | tags: annual-center, find-business, fos, [...]
December 21st, 2009 at 3:08 am
Of course Pepsi still needs to advertise, otherwise it will loose market share pretty fast. The move to Internet is not only wise, but inevitable. With TV ads becoming more and more expensive and less and less people watching it, especially the commercials, companies do need to follow where their customers go. It must be fun though having that amount of money for your promotion.
December 21st, 2009 at 11:57 am
Well, SOME of us are intrigued by the fact that the typo appears in the url, so you use a semi-automated method of generating the blog, but did you really mean “bowel”?
Is it safe to drink the water?
December 21st, 2009 at 1:23 pm
@ Chris: I believe Super “Bowel” was intentional to point out how the cost of advertising on the Super Bowl may be equal to flushing your money down the toilet.
Regarding Pepsi’s move, I think it’s very wise and also a trend that many are likely to follow. That is, shifting ad money to the Internet.
It’s SO much more cost-effective these days. A perfect example: I can’t believe how much local car dealers still spend to run their ads on TV when they could get so much more bang for their buck by targeting demographics and geographics online.
Coach Donnelly
December 21st, 2009 at 2:33 pm
Coach: I’d like to go with your pun, but unfortunately, Chris is right: it’s a typo. Though it fits.
December 22nd, 2009 at 11:46 am
[...] Pepsi Quits Super Bowl – bly.com blog – bly.com direct marketing blog [...]
December 23rd, 2009 at 3:49 pm
I’ve always been a little stumped by the all-out efforts of these mega-brands to pay through the nose for 30 seconds of Super Bowl glory. Unless you absolutely need a huge, single burst of exposure, I don’t really see what it does for you. Brand-wise…well, at this point we know who Pepsi is, and either we’re drinking it or we’re not. It’s true that Super Bowl commercials attract tons of viewers because of their reputation for cleverness, but in a lot of those cases, the commercial is so busy being cute that the product itself goes unnoticed.
I guess it’s a confirmation of one’s robust financial health to be there with the big boys at halftime. But these days, smart business is all about running leaner and meaner, and Super Bowl advertising seems to me to be neither.
December 29th, 2009 at 7:51 pm
I think Pepsi did the right thing. Spending millions on a 30 second ad is a waste of money in a world dominated by Twitter, FaceBook, Linkedin, etc. I think Pepsi finally woke up that the era of the grand slam home run is over.
Jeff Ogden, the Fearless Competitor and President
Find New Customers
http://www.findnewcustomers.net
December 30th, 2009 at 5:46 am
I already know what the headline for my next lead gen campaign will be…
… thanks bly.
P.S.: I think all the big boys should keep doing what they’re doing. Spend millions of dollars to entertain us with super bowl commercials, I love those commercials!
December 31st, 2009 at 7:33 am
[...] Pepsi Quits Super Bowl – bly.com blog – bly.com direct marketing blog [...]
January 7th, 2010 at 11:55 pm
Yes! I do think that is a good idea.
January 9th, 2010 at 4:14 am
[...] Pepsi Quits Super Bowl – bly.com blog – bly.com direct marketing blog [...]
January 11th, 2010 at 4:53 am
I think that’s a good move for Pepsi. In this way, they can allocate the excess funds to support the other divisions.
January 15th, 2010 at 7:58 pm
Here in Japan, I regularly see tech companies with global brands run commercials for “ecommerce infra” and other blandness at peak times.
Imagine… you’re virtually comatose from 15 mins viewing a talent / comedy show where the main idea is to ‘sing’ popular songs out of tune… and then appears a 30 second mash from deep in the digital intestines of a data center.
The voice-over is proclaiming the value of server security something or other. Mercifully, we are moved swiftly on to some summertime beach volleyball ad where drinking beer ‘x’ is the new cool.
How in the name of marketing can anyone spend dollars / Yen on that, and expect a return?
Perhaps it’s all subliminal and beer + comedy + high-end servers has execs signing off on purchase orders after 10 exposure to such productions?
January 21st, 2010 at 6:16 pm
I believe that Pepsi is making necessary adjustments to stay with the trends. Creative marketing on line can certainly capture the attention of more people. Not everyone watches the Super Bowl on TV anymore. My teens will be watching it on their laptops sitting in front of the TV…go figure. So…advertising on the net would be lucrative for Pepsi in that respect. Heck, how about a text message to be sent during the commercial breaks. Something subliminal like “Go to the fridge and get me a Pepsi dude”….my kid wouldn’t flinch and then do it.
March 22nd, 2012 at 7:54 am
ear plugs…
[...]Pepsi Quits Super Bowl – bly.com blog – bly.com direct marketing blog[...]…
March 26th, 2012 at 7:14 am
Aufsperrdienst Lustenau…
[...]Pepsi Quits Super Bowl – bly.com blog – bly.com direct marketing blog[...]…
August 25th, 2012 at 4:44 pm
I have been looking around the web for a while and finally have come across a free webcam website. There is also the vip options. http://webcamshows.org is really the bomb, check it out.
March 22nd, 2013 at 3:26 pm
Truly beneficial thank you, There’s no doubt that your readers would in all probability want far more items along these lines carry on the excellent function.
March 25th, 2013 at 2:45 am
As soon as you trust on any online shopping store, start looking for the Christian Louboutin sale on pumps tiffany sale http://www.replica-watchesshop18.webs.com
April 3rd, 2013 at 10:43 pm
What i don’t understood is in fact how you might be no longer really much a lot more well-appreciated than you may be correct now. That you are quite intelligent. You realize thus considerably in terms of this matter, produced me in my view consider it from so numerous numerous angles. Its like ladies and men aren’t involved until it truly is one thing to do with Woman gaga! Your personal stuffs outstanding. Always take care of it up!
April 6th, 2013 at 12:30 pm
Greetings! I know this really is kinda off subject but I’d figured I’d ask. Would you be keen on trading links or perhaps guest authoring a blog post or vice-versa? My web page addresses a great deal in the similar subjects as yours and I think we could considerably advantage from each other. In case you are interested feel totally free to send me an e-mail. I look forward to hearing from you! Superb blog from the way!
April 7th, 2013 at 2:19 pm
It is hard to search out educated men and women on this topic, but you sound like you understand what you’re talking about! Thanks
April 8th, 2013 at 10:43 am
If you desire to look gorgeous and even captivating during the coming promenade nighttime
April 9th, 2013 at 12:54 am
The Zune concentrates on being a Portable Media Player. Not a web browser. Not a game machine. Maybe in the future it’ll do even better in those areas, but for now it’s a fantastic way to organize and listen to your music and videos, and is without peer in that regard. The iPod’s strengths are its web browsing and apps. If those sound more compelling, perhaps it is your best choice.
April 9th, 2013 at 1:34 pm
I love what you guys are up too. Such clever work and reporting! Keep up the amazing works guys I’ve you guys to blogroll.
April 9th, 2013 at 10:40 pm
The Zune concentrates on being a Portable Media Player. Not a web browser. Not a game machine. Maybe in the future it’ll do even better in those areas, but for now it’s a fantastic way to organize and listen to your music and videos, and is without peer in that regard. The iPod’s strengths are its web browsing and apps. If those sound more compelling, perhaps it is your best choice.
April 10th, 2013 at 5:12 am
Very interesting post. I think your site really needs a re-design though! lol
April 25th, 2013 at 8:52 am
well, there are actually so quite a few tourist attractions that you come across on asia and europe. i’d really love to travel a lot*
April 27th, 2013 at 12:15 am
This web-site is actually a walk-through it seriously could be the information you wanted concerning this and didn’t know who to ask. Glimpse here, and you’ll certainly discover it.
May 6th, 2013 at 4:38 pm
It is the best time to make some plans for the future and it’s time to be happy. I have read this post and if I could I wish to suggest you some interesting things or advice. Perhaps you can write next articles referring to this article. I desire to read even more things about it!
May 17th, 2013 at 7:07 pm
Hi I am researching about e-cig and i just want to know what e-cigs are best to buy today. I bought an ego-T last year but i accidentally broke it. It was washed in the laundry two months after I purchased it. And now i’m back to smoking cigarette and I really want to quit before it gets worse. Please advise me what e-cigs to buy. I’m 22 and from the Philippines. Thanks for this very informative article.