Super Bowl 2018: Joe Baratelli, RPA

"If you do it well, you get a ton of PR beyond the game itself, which is invaluable."


Joe Baratelli
EVP / Chief Creative Officer RPA
In a few words, can you tell us who you are and what your job title is?
EVP / Chief Creative Officer for RPA. One of the largest independent full-service advertising agencies in the U.S.
The current price for a 30 second slot is over $5 million. In your opinion is the spend worth it?
On any given Sunday, an NFL game reaches 7 million viewers, and the cost for a 30-second commercial is around $450,000–$500,000 — about 8 to 10 cents per viewer.

On Super Bowl Sunday, brands reach 110 million viewers, and the cost is around $5 million — about 4 to 5 cents per viewer.

So, yes. And if you do it well, you get a ton of PR beyond the game itself, which is invaluable.
Is there a demographic you believe Super Bowl advertisers have failed to target or a business sector that is underrepresented?
It’s such a broad audience that I believe you can cut the data to reach a large sector of nearly any specific target.
Who do you think is the ‘brand to watch’ at this year’s Super Bowl?
Amazon. Whether their ad is entertaining or not, the nation is watching Amazon’s every move.
Do you think advertisers can benefit from taking a political/social stance in the Super Bowl?
That’s always a tough one. If you take a side, there is always an audience that believes in another viewpoint. Unless that is what your brand is all about, and you’re willing to risk alienating a huge amount of people, I say no.
Are there any fumbled opportunities that come to mind when you think of past Super Bowl advertising?
The live Super Bowl ad last year didn’t live up to the hype.
Eagles or Patriots?
That’s a tough one. Both sets of fans are overly excitable and overbearing. I can’t even pick a side.
What is your favorite Super Bowl ad of all time?
It’s a toss-up: Honda “Matthew’s Day Off,”’s “Movin’ On Up” or Honda “Yearbooks.” But I’m biased.

If I must pick one other than what we’ve done: the Snickers “You’re Not You When You’re Hungry” with Betty White.


Joe Baratelli
EVP / Chief Creative Officer RPA