On the value of Superbowl commericials

Eight Brands That Wasted the Most on the Super Bowl Excerpt:

  • Total ad spending (2002 – 2011): $35.9 million
  • Super Bowls advertised in over past 10 years: 6
  • Average ads per Super Bowl: 2.5
  • Change in share price (2002 – current): -91.1%
  • Change in market share: n/a
E*Trade (NASDAQ: ETFC) has run Super Bowl ads in the past five years, as well as in 2002, attempting to make headway against larger online trading competitors Fidelity Investments, Charles Schwab and TD Ameritrade. With an average of two and a half ads per game, E*Trade has run 6.75 minutes of Super Bowl ads over the past 10 years. Although the company’s ad campaigns have varied, its most popular commercial is the E*Trade talking baby, which debuted during Super Bowl XLII in 2008. Although that ad resulted in a record-breaking number of new accounts for the company, E*Trade’s overall share price has decreased 91.1% since February 2002.
Comment: I love the E-Trade commercials. I use Wells-Trade. When was the last time you saw a Wells-Trade commercial?

1 comment:

  1. 1/30/13 update: Are Super Bowl Ads Worth the Cost?

    Mentions E-Trade

    Super Bowl ads can reverse a company’s bad fortune. Online brokerage firm E*Trade (ETFC) said it saw a 32% increase in new brokerage accounts the week after its 2008 Super Bowl ad. Choosing to advertise proved to be a smart move for E*Trade, which at the time was hurting financially -- its stock had dropped 80% that year.


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