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January 24, 2014
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Sierra College Insights | Three million dollars for 30 seconds: Are Super Bowl ads worth it?

TAHOE/TRUCKEE, Calif. — On Feb. 7, Sierra College Insights will present “Three million dollars for 30 seconds: Are Super Bowl ads worth it?”

Using commercials that are broadcast during this year’s Super Bowl game, business professor Kurt Heisinger will lead a thought-provoking presentation about marketing during America’s most watched televised show and one of the world’s most watched sporting events.

“This will be a fun interactive session that focuses on what companies are trying to achieve with their Super Bowl commercials,” explains Heisinger. “These commercials are often creative and thought-provoking, which should lead to an interesting discussion.”

In 2013, the average cost of a 30-second spot exceeded three million dollars. The popularity of viewing the commercials has sparked national Super Bowl assessments such as USA Today’s Super Bowl Ad meter as well as Ad Age’s “Who’s Buying What” chart.

More than 110 million people are expected to watch the game on Feb. 2 and companies such as Audi, Chevrolet, Jaguar, Kia, Hyundai, Go Daddy, Intuit, H&M, Anheuser-Busch, Coca Cola, PespsiCo, and Wonderful Pistachios will be running commercials during the game.

It’s been reported that Fox Sports has paid approximately four million dollars for 30 seconds worth of ad time during Super Bowl 2014. Some might point to the huge viewing base as well as the pre- and post-game media attention that commercials receive as a rationale for why major brands make the investment year after year.

During the Sierra College Insights presentation, Heisinger will lead a discussion about the role and value of marketing during the Super Bowl.

Attendees will hear about the cost of producing and airing the commercials and watch and comment on several commercials. Attendees will discuss the emotions evoked through the commercials and identify target audiences by characteristics such as age, location, race, gender and income level.

“Expect a visually rich and compelling session with our much-admired business professor, Kurt Heisinger, on Feb. 7,” said Dr. Kim Bateman, executive dean of Sierra College, Tahoe-Truckee.

Doors will open for socializing and refreshments at 6:30 p.m. and the presentation will take place from 7 to 8:15 p.m..

Both Lake Tahoe and Truckee visitors and residents are encouraged to attend this no cost event on the Sierra College, Tahoe-Truckee campus. RSVP by calling 530-550 -2290.

UPCOMING INSIGHTS

Feb. 7: “Three million dollars for 30 seconds: Are Super Bowl ads worth it?” with Kurt Heisinger, CPA, MBA

March 14: “Positive Psychology: Unlocking the secrets to optimal well-being” with Christopher Old, LMFT

April 11: “Dance – The use of movement in the praise of the divine” with Jennie Pitts-Knipe

May 9: “On Ugly Ducklings and Cross Eyed Hens: Living in the Gender Fringe” with Kim Bateman, Ph.D.

ABOUT INSIGHTS

Sierra College Insights taps faculty and experts across diverse disciplines to share fascinating topics with the community. Interactive presentations take place almost monthly on Friday evenings on the Sierra College, Tahoe-Truckee campus. There is no charge to attend. For more information visit sierracollege.edu/tt or e-mail kbateman@sierracollege.edu.


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Tahoe Daily Tribune Updated Jan 28, 2014 05:14PM Published Jan 24, 2014 05:40PM Copyright 2014 Tahoe Daily Tribune. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.