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- [00:00]
Gary Vaynerchuk
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 GaryVee audio experience.
- [00:28]
Will Shedd
Will shedd here bringing fiber to the.
- [00:31]
Gary Vaynerchuk
Masses with Kel Raisin Crab. Duty calls Wilson. Every darn day. Whoa.
- [00:45]
Carrie
Well, Kellogg's Raisin brand is just one brand shelling out serious cash for a spot in this year's super bowl ad lineup. The top price for 2026 AD hit $10 million for just 30 seconds of airtime. That is according to NBC, the network broadcasting the big game. Joining us live is one of the br that raisin brand ad, which I'm still recovering from. His name is Gary Vaynerchuk. He is the chairman of Vayner X, CEO of VaynerMedia, and co founder of Vayner Sports. Carrie, it's great to see you again.
- [01:15]
Gary Vaynerchuk
Always good to see you too.
- [01:16]
Carrie
So this is something that we were talking about last week with the CEO of ro, 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.
- [01:37]
Gary Vaynerchuk
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 Pied Piper for social, that 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. Not to mention, look what's happening. 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. Hey, everybody. 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. It'll make my mom super happy.
- [02:33]
Will Shedd
Well, that's what I was gonna ask you because it's one thing to have attention. And I bring this up too. I was telling Katie this. You know, I was kind of snowed in this week. I read this great book on brand. It's a book by Naomi Klein. But it's the idea too, of what are you trying to get across. You're not selling to a certain extent Raisin Bran. You're selling some sort of message, some sort of ethos out of it. So how do you do that?
- [02:51]
Gary Vaynerchuk
By making it very clear that fiber needs to be a part of everyone's diet. You know, like. Yeah. I mean, and whether you're going macro academically from a book or you're in the trenches day to day like I am, and you're trying to get some sales in the short term at Walmart or Amazon.com and build a brand. Right. It still has to hit. The attention is there. I'm on right now. If I say a bunch of. Not no one watching right now in this interview is gonna be like, oh, that's a guy worth looking into, or that's interesting. So the creative is still the variable of success. It's just that attention is so fragmented. We're all watching streaming and this and that, and 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. There's that part. So if there's a lot of people this Sunday going to crush with super bowl and there's going to be even more people that are going to waste a ton of money with the.
- [03:49]
Will Shedd
Oh, yeah, we see this every year. And there are certain brands obviously have the big gigantic brands, obviously, like with a raisin brand or something like that. But then you always have these kind of upstarts, you know, companies that you have never advertised.
- [04:00]
Gary Vaynerchuk
That's right.
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Will Shedd
Or relatively new, who ends up getting the most value out of that? The company that. That has never really been heard from before.
- [04:06]
Gary Vaynerchuk
It's a great question. Both the company's never been heard for before. Big shout out to Rome, big fan of his. They're going to get awareness they never had before. Yeah, right. So a lot of people are about to discover them. And then for brands that we know, like raisin brand, it's a relevance thing. A lot of people just said, huh? Raisin brand, it's a recognition, you know, reignition. So it's either relevance or it's broad awareness. New companies, the tech companies in the 2000s, the crypto companies, a new brand that's made some money, Poppy, big shout out to them. They get more awareness, more people now know that are just not seeing them in social feeds. But then there's brands that everyone knows, like a raisin brand, that are going to work on relevance.
- [04:45]
Carrie
Yeah, like maybe you just haven't thought about raisin brand. Now you're thinking about fiber. Gary, I 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. And that brings me to a question on AI, because 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?
- [05:14]
Gary Vaynerchuk
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 the stigma is going to go away eventually. And so eventually, of course, yeah, it's an inevitable outcome. Technology always wins.
- [05:44]
Will Shedd
But what does that ad look like? And particularly in the context of the Super Bowl. But there's a reason why you have all these celebrities in there, right? I pay attention because you had William Will Shat in there. I pay attention to nerds because they have Andy Cohen or whoever else are that.
- [05:58]
Gary Vaynerchuk
But I can pay Will Shat for his nil and William at 94 won't have to come on the set.
- [06:04]
Will Shedd
So you're saying like 100 years from now we'll be seeing Will Shat in commercials?
- [06:08]
Gary Vaynerchuk
We may. If Will Shatner, his 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 in the future. I'll be doing this interview with you two in 120 years.
- [06:23]
Will Shedd
Or. Yeah, or our avatars or whatever. All right, Gary, always a pleasure.
- [06:26]
Gary Vaynerchuk
Such a pleasure. Thank you.
- [06:27]
Will Shedd
Great to have you here. Gary V. Chairman over at Vayner X and CEO of VaynerMedia.
- [06:32]
Gary Vaynerchuk
All right.
- [06:32]
Will Shedd
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.
- [06:46]
Gary Vaynerchuk
You mentioned the Everybody, if you enjoyed this podcast, please go back and look at the prior episodes. They're loaded. I appreciate your attention, and thanks for being part of this journey. See you later.