Even social, at its best, $10 million spent on meta and TikTok perfectly, you can't get 100 million people to watch a 30 second video, so the attention of a Super Bowl ad is disproportionately the best advertising media deal in the world. Let alone America, the problem is, if your creative isn't good, this is the Gary Vee audio experience. We'll chat here, bringing fiber to the masses with Kellogg's Raisin Brand. Duty calls.
We'll chat. Every darn day. Whoa. Well, Kellogg's Raisin Brand is just one brand showing out serious cash for a spot in this year's Super Bowl ad line up.
The top price for 2026 ad hit $10 million for just 30 seconds of air time. That is according to NBC, the network, broadcasting, the big game, joining us live is one of the brains behind that Raisin Brand ad, which I'm still recovering from. Gary Vaynerchuk, he's the chairman of VaynerX, CEO of VaynerMedia and co-founder of Vayner Sports. Gary, it's great to see you again.
Oh, he's good to see you too. So this is something that we were talking about last week with the CEO of Row, which has a Super Bowl ad with Serena Williams. It's really interesting that even with all the talk about the demise of linear television, the Super Bowl obviously stands alone. So talk to us about the value of a Super Bowl ad and what that ROI still looks like.
You know, attention is what everyone's seeking. You know, you can't really tell someone about how great your product is if you don't have their attention. I, on Madison Avenue for 15 years, have been yelling that linear television commercials are overpriced versus the attention you actually get. But I've also always said, while I was the high piper for social, that even social ad is best.
$10 million spent on meta and TikTok perfectly. You can't get 100 million people to watch a 30 second video, not to mention what's happening here. You get the collateral impact of running a Super Bowl. So the attention of a Super Bowl ad is disproportionately the best advertising media deal in the world.
Let alone America. The problem is, if your creative isn't good, everybody, I hope you're enjoying the podcast right now. Make sure you follow the podcast. That's why I'm interrupting.
Let's keep going on this show. But follow the podcast. Don't make my mom super happy. Well, that's what I was going to ask you because it's one thing to have attention.
And I bring this up to you. I was telling Katie this. You know, I was kind of snowing in this. I read this great book on branding.
It's a book by the money only climb. But it's an idea too. What are you trying to get across? You're not selling so a certain reason brand.
You're selling some sort of message. Some sort of ethos out of it. So how do you do that? By making it very clear that fiber needs to be a part of everybody's diet.
You know, like, yeah, I mean, and whether you're going back, you know, academically from a book where you're in the trenches day to day like I am and you're trying to get some sales in a short term at Walmart or Amazon dot com and build a brand. It still has to hit. The attention is there. I'm on right now.
If I say a bunch of nonsense, no one watching right now in this interview is going to be like, oh, that's a guy worth looking into. Or that's interesting. So the creative is still the variable of success. It just that attention is so fragmented.
We're all watching screaming against this and that. So it's not 1989 anymore and Super Bowl does sit on a pedestal. I would argue $10 million for the attention is cheap, but again, you can waste $30 million between production, talent fees and all the other stuff that NBC makes you buy when you do Super Bowl. Yeah.
There's that part. So there's a lot of people this Sunday who are going to crush with Super Bowl and there's going to be even more people that are going to waste a ton of money. Yeah. We see this every year and there's certain brands obviously have the big gigantic brands, obviously like with a raising brand or something like that.
But you always have these kind of up starts. You're constantly never advertised or relatively new. Who ends up getting the most value out of that company that has never really been heard from before? That's a great question.
It's never been heard before. Big shout out to Rome, big fan of his. Yeah. They're going to get awareness they never had before.
Yeah. Right. So a lot of people are about to discover that. And then for brands that we know, like Raisin Bran, it's a relevance thing.
A lot of people just said, huh, Raisin Bran, it's a re-cognition, so it's either relevance or it's broad awareness. New companies, the tech companies, the crypto companies, a new brand that's made some money copy. Big shout out to them. Yeah.
They get more awareness. More people now know that are just not seeing them in social feeds. Right. But then there's brands that everyone knows, like a Raisin Bran, that are going to work on relevance.
Yeah. That way. Now you're thinking about fiber. If you want to go back to a point you made that, you know, $10 million for that attention, you could say that that's cheap, but you could waste a lot of money on actual production and putting it together.
Yes. And that brings me to a question on AI. Okay. So you scroll through social media, it's hard to avoid.
You're going to come across an AI image or an AI video. Are you expecting that we're going to have that experience watching Super Bowl ads as well? At some point. Right now, the advertising industry is not being affected by AI as much as it could be because everyone watching right now, the general public, is anti-AI because subconsciously they're worried about losing their job.
So we're going to have this 36 month window where the gen pop is going to push against brands and brands have dabbled. McDonald's dabbled. They got smacked. So brands are going to pull back for 24 to 36 months, but this thing was going to go away eventually.
And so eventually, of course, it's an inevitable outcome. Technology always wins. But what does AI look like? And particularly in the context of this.
Exactly. But there's a reason why you have all these celebrities in there, right? There's a reason why you have all these celebrities in there, right? I pay attention because you have William Will Shatt in there.
I pay attention to nerds because they have Andy Cohen or whoever else who are at them. But I can pay Will Shatt for his NIL and William at 94 won't have to come on the set. So you're saying like a hundred years from now, we'll be seeing Will Shatt in commercials? You may if Will Shattner's family decides to arbitrage his NIL or if he doesn't put that in his will.
I fully expect my great grandkids to make bank on my NIL and if you sure, I'll be doing this interview with you two in 120 years or yeah, or whatever, all right, Gary, always a pleasure. Such a pleasure. Thank you. Great to have you here.
Gary, the chairman over at VaynerX and CEO of VaynerMedia. All right. We do want to stick in the world of sports, specifically MMA. We caught up with UFC CEO Dana White and he talked about how he's looking to shake things up once again.
Obviously, you're known primarily for MMA, but you've got the, you mentioned the everybody who enjoyed this podcast, please go back and look at the prior episodes. You're loaded. I appreciate your attention. And thanks for being part of this journey.
See you later.