Shared Experience Is Worth the Price of a Super Bowl Ad

Understanding the psychological impact is a brand's greatest advantage

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Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts.

The Super Bowl is coming up, which is a major competitive event for—you guessed it—advertisers. If you’re reading this column, you’ll probably focus a lot on the commercials while watching the game. As always, they’ll include some of the most creative ads of the year as well as a few head-scratchers.

Advertisers pay a premium to be seen in this hyper-watched game, and the question marketers always ask is, “Is it worth it?” While it’s difficult to justify the cost, the psychology of shared experiences, much of the time, makes it worthwhile.

Reach and frequency

The cost of running an ad during the Super Bowl this year is a lot.

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