Avi Steinbach

Degree Type

Honors Capstone Project

Date of Submission

Spring 5-1-2014

Capstone Major


Capstone College

Public Communications

Audio/Visual Component


Capstone Prize Winner


Won Capstone Funding


Honors Categories


Subject Categories

Advertising and Promotion Management | Public Relations and Advertising


The Super Bowl has long been considered an unofficial American holiday. Advertisers look at this day as their Christmas – a day when the audience looks forward to commercials. Because of the immense value that a Super Bowl spot holds, there is an equally high price tag to pay for a spot.

The original question posed in this thesis was: Is a Super Bowl advertisement worth the cost? After diving into countless articles arguing both sides and looking at companies’ successes and failures, it became clear that the wrong question was being asked. Rather than thinking about all companies, the decision of whether or not to purchase a Super Bowl spot needs to take into account specific companies, as well as the time of purchase. That is, while a spot may be right for a company one year, it may not be right the next year.

As a result of the research, a CEO’s Guide to Super Bowl Spending has been created to help a company determine whether or not they should invest in a Super Bowl spot. The term invest is key because a spot is an investment, and never a guarantee. Further, this paper discusses the keys to a successful creative execution, should an advertiser decide to go forward with advertising in the Super Bowl.

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.



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