The Best $3 Million Never Spent on a Super Bowl Commercial

At more than $3 million for 30 seconds of air time, one wonders if the investment in Super Bowl advertising is worth it. How about not spending a penny on airing a Super Bowl spot but getting brand exposure anyway? That scenario describes what has happened to ManCrunch.com, an online dating site for gay men. CBS rejected the Toronto-based site’s proposed Super Bowl spot, citing concerns that the ad did not fit the tone of programming for Super Bowl Sunday. CBS also said it could not verify the prospective advertiser’s creditworthiness.

Is the ManCrunch.com commercial too much for Super Bowl Sunday? You can decide by watching the spot. Another question to decide for yourself: did ManCrunch.com really intend to spend $3 million to air a commercial? My theory is that the company knew the ad would not pass the CBS “taste test.” But, by submitting the ad for review and indicating an interest in being an advertiser, ManCrunch.com is receiving extensive publicity. Cost: not $3 million! Sometimes, it pays to not spend marketing dollars.

Author: Don Roy

Don Roy is a marketing educator, blogger, and author. His thirty-year career began with roles in retail management, B2B sales, and franchise management. For the past 22 years, Don has shared his passion for marketing as a marketing professor. Don's teaching and research interests include brands, sports marketing, and social media marketing. Don has authored over 20 articles in scholarly journals, co-authored two textbooks, and self-published three books on personal branding. Don is an avid hockey fan and enjoys running. He and his wife, Sara, have three sons. View all posts by Don Roy