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Building the go-to M&A advisory practice in the AdTech & Media space.

So Andrew Ross Sorkin estimates ~$30M for Dunkin’s Super Bowl ad. Just for fun, assume Dunkin makes 5 cents in free cash flow per dollar of revenue. That means the ad + extra post-bowl content + incredible viral buzz would need to generate $600M in revenue that only occurred because of the ad. Assuming average purchase price of $10 (coffee and a donut or 2), that’s 60M unit sales to break even. My guess is that Dunkin smashed that number. What do you think? You can by the track suits for $120 (sold out). That’s extra recenue. https://lnkd.in/e3hPTx9r

Dunkin' ad: Worth the price tag?

https://www.youtube.com/

Nick Y.

Executive Director, Sports Strategy & Partnerships

6mo

Brands don't typically buy the Super Bowl for short term conversion, at least not solely for that purpose. The total impact of SB ads are unmeasurable, but if done correctly they will drive revenue for years. Using performance marketing roi methodologies for tentpole marketing is a risky science. But I guess all of marketing is.

Hamza Ayub

Chief Marketing Officer-DUNKIN'🇨🇭// Forbes 30 Under 30 // Keynote Speaker

6mo

To put that into perspective, we do serve over 4.5 million guests a day in 38 countries. ROAS aside, this was also a culturally defining moment with 4 of the biggest stars from 4 different industries and 3 different generations sharing their love for this iconic brand. The global digital footprint of this campaign was just as impressive if not more than the airtime it had during the super bowl.

It is one of the super bowl best ads I've seen. The amount of content they have and how it's being used outside of the SB is fantastic.

Ander Lopez Ochoa

Marketing, Digital, Media Head @ Kenvue | Advisor | AdTech | Web3 | Blockchain

6mo

Hamza Ayub could tell ;)

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