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Readers Respond: After Further Review

Majority of readers say their business would pass on Super Bowl commercials.

BY HBSDealer Staff

The price of a Super Bowl commercial in 2019 has been reported in the $5 million-plus neighborhood. That’s a pricey neighborhood. But still, it’s not a rarity for a hardware or building supply company to participate as an advertiser on the biggest stage in sports.

Last year, 84 Lumber bought tons of publicity by advertising during the Super Bowl. (Watch it here.)  Other home improvement companies to appear during the big game in recent years include Loctite and Owens Corning.

In the aftermath of this year’s Super Bowl, HBSDealer asked about the wisdom of an investment in a Super Bowl commercial. Specifically, we asked: “Would your company ever consider buying air time during the Super Bowl?” The results, after more than 80 votes, are here:

• 92% responded: “No. Couldn’t ever justify the cost.”

• 8% responded: “Yes. It’s a massive platform for a blockbuster message.”

The poll question remains open at the right side of the page (or scroll down your mobile device). We also encourage you to click  on “comments” to leave an extended reply on how much or little you enjoyed the game.

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Would your company ever consider buying air time during the Super Bowl?
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