Coin Toss: Advertising Matters

Advertising is a powerful yet complex tool for businesses. It not only informs consumers but also reinforces brand value, especially in competitive markets where it helps differentiate brands by fostering emotional connections. Global advertising spending reached 759 billion in 2021 and is projected to surpass 1 trillion by 2025, highlighting its critical role. High-profile events like the Super Bowl offer massive exposure but come with significant risks. A 30-second ad in 2024 costs 7 million, prompting questions about whether the investment is worthwhile. While the Super Bowl provides unmatched reach, the return on investment depends on how well the ad resonates with consumers and investors alike. Ads featuring a strong brand-differentiating message, combined with executional elements that drive appeal, can deliver substantial benefits across the brand funnel and beyond. This chapter explores how Super Bowl advertising impacts both audiences and maximizes long-term value.