The largest money-making industry in the United States today is advertising.
During events such as the Super Bowl, companies pay large sums of money in return for
thirty seconds of air time. Advertising is the act of promoting a product by informing the
public of the products worth. As America progresses, the need for advertisement
progresses as well. Companies must compete with one another in order to gain success.
Television is the strongest medium to advertise in and also the most expensive. Every
time we turn on the television, we see sellers of almost identical products spending huge
amounts of money in order to convince us to buy their brands. Every year, each typical
American watches 1550 hours of TV and 100 TV advertisements. The television media
has a bigger advertising cost than the other medias, as it provides visual images and
reaches a wide range of audiences. Sellers of everything, from computers to detergents,
believe that advertising is essential to the product.
Advertising is designed for one
purpose, to sell. It is becoming a major part of mass media. An excellent advertisement
will create a deep impression on its potential customers through particular techniques.
With declining television audiences in the US, the Super Bowl is the one event that can
guarantee advertisers the most eyeballs for their dollar. Each year the network hosting the
super bowl brings in large revenues for thirty second slots of advertising and advertently
each year the costs for a thirty second slot is being manipulated by these networks.
As Ray Warren, the managing director of Omnicom Group's OMD, is quoted as
saying, "The Super Bowl is bigger than television...The game is a national holiday. It's
the only place to put 100 million people in front of a commercial." Research shows that