There are a lot of good reasons not to watch the Super Bowl–Jackie has fifty of ’em. The problem is that I’m not sure that would accomplish anything.
Wait, let me amend that. You’ll feel better. It’s worth doing on that basis alone.
But, let’s face it, the game will go on. I’m convinced that even if everybody in the world boycotted the game this year, it would still be played next year. The phrase “too big to fail” gets thrown around far too often, but this does seem to be a legitimate usage. Blame the commercials and the halftime show.
The halftime show has taken on a life of its own. I know–and you probably do too–people who tune in just for the halftime show. Blame Janet Jackson for making it “must see TV”–and M.I.A. and Katy Perry’s Left Shark for keeping interest up. Even people who don’t turn on the TV on Super Bowl Sunday hit the Internet to find out what new controversy each new show produces.
And the commercials. Talk about the tail wagging the dog! Jackie points to a 2014 survey that found “78 percent of Americans look forward to the commercials more than the game“. Seventy-eight percent. Let that sink in. If the survey bears anything like a correspondence to reality, it means 87 million people watched the 2014 Super Bowl for the ads, compared to only 24 million who tuned in for the game.
That’s great news for the advertisers, of course, and as long as people hit the Internet to check out the commercials, the advertisers really don’t care if they boycott the game itself. And people do. The tag “Super Bowl commercial” has acquired a cachet all out of proportion to any actual value the ads have.
I’m being serious here. According to USA Today, last year’s top advertisement was Budweiser’s “Lost Dog” spot. Ask yourself two questions: “Do you remember that ad, and, if so, did you remember it before you clicked the link?” and “Did the ad make you want to buy Budweiser beer, or even think about buying it at any point in the past year?”
Unless you and all of the other 114,399,999 Americans who watched the Super Bowl last year can answer yes to both of those questions, Budweiser wasted their advertising money. Even leaving aside the cost to make the ad (because I can’t find any numbers on that), the Super Bowl placement cost $9 million, or a bit under eight cents per US viewer. Did the ad make you buy enough Bud for Anheuser-Busch to make eight cents profit?
Decline of civilization, anyone?