With the advertising market crumbling, blue-chip names are increasingly seeking partners to team up on expenses.
In an era of media austerity, the sharing of resources can go a long way. The cost of admission to the Super Bowl begins at about $10 million, which includes the purchase of an ad slot ; the production costs required for a high-profile campaign; and paying an A-list star . Fox executives say that some marketers that had purchased spots as long as a year ago backed out or asked for relief after the economy veered into uncertainty.
The idea of brands collaborating for the big game is not new , but it is turbocharged this year, with at least a half-dozen partnerships in the works. And brands like streaming services or blockbuster movies make for particularly compelling partners, Calkins notes. “There’s always the challenge on the Super Bowl of how do you really get people to notice you,” he says. “And when you partner with a really well known media property, you’ve got an advantage there, because people recognize that and notice it.”
In the case of Netflix and GM, the joint desire to drive awareness of EVs made for what Lee says is an “organic and very authentic partnership.” Other team-ups might not be so simple. “When you have two strong players partnering up, there always is going to be a tension between the two,” Calkins says. “Each brand is going to want to be front and center, and each brand will have a certain message they’re going to try to get across.
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