Super Bowl Advertising ROI Calculator

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Lenskold Group’s new ROI tool provides insights into the potential incremental ROI of Super Bowl advertising.

Lenskold Group announced today the release of their Super Bowl Advertising ROI tool. This free tool available online at allows advertisers to run basic scenarios that show projected sales and revenue relative to return on investment (ROI) objectives. The intent is to assess the potential incremental ROI of Super Bowl ads and provide a perspective on the approximate impact levels needed to achieve financial objectives.

The NFL Super Bowl season means the annual unveiling of the clever and oft times humorous Super Bowl ads. In many ways, this unique advertising opportunity has matched the popularity of viewing the big game itself. For this year’s big game, advertisers are shelling out an astounding $3.5 million dollars on average for a 30 second spot.

Aside from the opportunity of reaching an audience of over 100 million viewers, they can expect their TV spots to be watched, re-watched, critiqued and ranked by any number of media and marketing groups as well as the viewers themselves. Marketers measure the brand awareness or the buzz factor, at best, in an attempt to justify the expense. But have you ever wondered, for all of the spending and analysis, can advertisers generate enough incremental sales and profits to cover the costs in the long run?

“Even with a basic ROI planning tool such as this,” said company President Jim Lenskold, “marketers can evaluate how their intended impact on potential buyers translates from awareness into incremental sales, revenue and profits. Super Bowl advertising can be highly effective for many companies while missing the mark for others. Running ROI scenarios for any marketing spend provides insight to guide strategic and tactical decisions toward better outcomes.”

The Super tool is available for free on the Lenskold Group website at

About Lenskold Group
Lenskold Group offers one of the most comprehensive and innovative approaches to applying marketing ROI techniques and tools to plan, measure and optimize marketing strategies toward maximum profitability. Lenskold Group combines financial discipline and a unique blend of measurement methodologies to deliver practical solutions that establish accountability and credibility for marketing organizations. The company has delivered high-quality consulting and marketing services to generate profitable growth for a broad range of client companies since 1997. Our team of accomplished professionals provides cohesive and comprehensive solutions in the area of marketing ROI processes, measurements and analytics. Company President and Founder, Jim Lenskold, is author of the award-winning book, Marketing ROI, The Path to Campaign, Customer and Corporate Profitability.


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Chris Wright
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