Super Bowl ads are pricey, very risky, executives say

NEW YORK -- Advertisers considering a Super Bowl commercial may want to think twice before shelling out $85,000 for each second of television broadcast time.

A panel of advertising experts agreed yesterday that a 30-second commercial during the biggest single US sports event is now too costly for most marketers.

"It's a much, much bigger risk than it is reward payout," said Julie Roehm, former communications chief at Wal-Mart Stores Inc.

Marketers need to look to tie-in advertisements, such as using the same character or theme on an Internet campaign, to make the multimillion-dollar commercials worthwhile.

"It's not worth it if you just look at the numbers," said Jon Bond, cochairman of advertising agency Kirshenbaum Bond + Partners. "You've got to have something I'll call the 'X factor.' "

He pointed to ads for products, such as beer and pizza, that are consumed during the game and may see an immediate sales boost.

"You never have more guys sitting around on a couch than during the Super Bowl," he added.

This year, Super Bowl XLI airs Feb. 4 on CBS and is expected to draw some 90 million viewers. But costs rise every year, and this time around, marketers have paid up to $2.6 million for a 30-second spot.

Joann Ross, president of network sales for CBS, said more than 25 marketers have signed up and talks are ongoing for more commercial time during the game.