Advertisers have learned from their mistakes over the past few years and are not posting their Super Bowl commercials -- at least not ALL of them -- online.
“I think that they found last year that he big reveal was gone. They let the cat out of the bag too soon. They lost a lot of the excitement,” says Joe Glennon, assistant professor of advertising in Temple University's School of Media and Communication. “If somebody sees the first two seconds of a commercial and says, ‘Oh I saw that last week on YouTube,’ the other 28 seconds are meaningless.”
That means a lot when you're spending $4 million for each 30-second spot.
Glennon says the anticipation for Super Bowl commercial viewers is back and the big brands should see increased return from the buzz that builds around this advertising phenomenon in 2013.
More on Joe Glennon:
For the last 15 years, Glennon has been a highly sought after copywriter and creative consultant working with both advertising agencies and directly with clients. He has taught courses in a range of advertising topics, specializing in the art of copywriting. His professional writing career began as a screenwriter in Los Angeles, working with the producers of Cheers, Frasier, Home Improvement and other comedies. His work also included feature films.