Americans can enjoy the Super Bowl commercials, but that doesn't mean they should buy the stocks of the companies that are advertising. Generally, there's no connection between the companies' stock performance and their ads, according to
Investment News.
That might come as an awkward realization by Super Bowl advertisers, who are spending an estimated $4.5 million per 30-second spot for the 2015 game.
Investment News acknowledged the shares of a few Super Bowl advertisers have risen this year ahead of the game, such as those of Anheuser-Busch, PepsiCo and Microsoft.
"From an as-yet undisclosed ad by Avocados From Mexico to web-developer Wix.com buying its first Super Bowl ad, the complete list of advertisers includes a mixed bag of messages and agendas, and they probably don't all represent investment opportunities," said Investment News' senior columnist Jeff Benjamin.
Benjamin reported that about 10 years ago, some of the biggest Super Bowl advertisers did see their stock prices go up for a few days after the game.
But according to Kenneth Kim, a financial strategist at Eqis Capital, that former upward bias has now been factored in by the stock market.
"I think what happened is, the effect has simply worn off, because everyone expects Budweiser and Doritos to have the funniest commercials," he said.
Bob Rice, managing director at Tangent Capital, suggested it could be a mistake for investors to craft an investment strategy based on which companies are buying Super Bowl commercials.
"There's a reason people pay a premium for those ads, because a lot of people see them, and the ads generally test out better than normal ads," Rice said.
"Buying an ad in the Super Bowl doesn't mean your stock will do well, but there could be a correlation between those companies that take out ads and successful companies, because the ads cost a lot of money," he added. "Anything more than that is to confuse correlation with causation."
According to Robert Kolt, an instructor of advertising and public relations at Michigan State University, auto companies will buy an estimated half as many advertising slots during the 2015 Super Bowl compared to 2014. Those sitting out the event are expected to include General Motors, Ford and Lincoln,
MLive reported.
Some of the best Super Bowl ads this year will come from Budweiser, Mercedes-Benz, GoDaddy, Skittles and Nationwide, according to
Adweek.
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