Does Chipotle Really Need a Super Bowl Commercial?
We're finally nailing down the key players for Super Bowl LIV, which will take place in two weeks. You're going to have the defending champion Kansas City Chiefs in a quest to retain the crown. You also have Tom Brady coming back to the big game, only this time wearing a new jersey with the surprising Tampa Bay Buccaneers. Finally you have Chipotle Mexican Grill (NYSE: CMG) looking to make a big play in the second quarter with the whole country watching.
Chipotle? Yes. The fast-casual chain announced on Monday that it will air its first Super Bowl commercial just before halftime of the Feb. 7 Super Bowl game. Ads aren't cheap for what will be the most-watched TV event of the year. Super Bowls account for 29 of the 30 highest ratings in the country. That 1983 tearjerker of a M*A*S*H finale remains the lone outlier in that list.
Now could be a good time to dive into how marketers realize that live sporting events continue to transcend the cord-cutting revolution and how consumers are shifting to on-demand viewing habits, but let's get back to Chipotle here. Why is it spending big bucks on a Super Bowl commercial? Does it really need the promotional pop? Let's sink our teeth into this one, paying extra for guac and all.
Source Fool.com
