In a recent Bloomberg interview, VaynerMedia founder Gary Vaynerchuk offered a counter-intuitive take on the high cost of Big Game advertising. Despite the record-breaking price tags for 30-second spots, Vaynerchuk argues that Super Sunday ads remain the most “underpriced” media buy in the world.
While traditional linear TV commercials are often ignored as viewers pivot to their phones, the Super Bowl is the only event where the audience remains captured, actively anticipating and discussing the ads. For VaynerMedia, this represents a unique opportunity to achieve massive reach and cultural relevance.
However, Gary also issued a warning. Outside of this event, most linear TV advertising is significantly overpriced and inefficient, especially if the creative is off. He emphasized that VaynerMedia’s success, including this year’s standout “Will Shat” spot for Kellogg’s Raisin Bran, stems from a “social-first” strategy. By utilizing the Super Bowl as a launchpad for digital conversation, rather than just a one-off broadcast moment, the agency continues to prove that the true value of an ad is measured by the depth of consumer engagement.
Read more about it on Bloomberg.