It wasn’t the kind of invoice a local furniture store was expecting to start their February bookkeeping with.
“This invoice is more than double what I make in a year!” and “This invoice is more that I would spend on advertising in 10 years” Remarked the owner, who received an invoice from a major Canadian station for $260,000 for two ads which ran during the 2nd and 3rd quarters of the Superbowl. The ads were bought as a part of a “coverage” plan for the local station, and ended up fitting into the gaps in the national coverage.
“I didn’t even ask to be put there. I just worked out a deal for what I could afford that would play on a basic rotation. I spent a few thousand, but there’s no way I could afford to pay this” The owner continued, “My business would be wiped out.”
The TV station stands by their invoice. “The Superbowl reaches billions of people worldwide, and is known industry wide as the pinnacle of advertising reach.” outlined a written statement from the network. “I would expect the business to see enormous returns, and they should look to this price as an investment toward future earnings.”
However, the local business doesn’t see it that way. They assert that they should only be charged the local rate they were quoted and that what the network was doing was a predatory business practice.
“They’re going to bankrupt us.” said the owner, tears welling in his eyes. “If we can’t reverse this invoice, that’s it. We’re finished.”
The station showed little sympathy.
“Advertising is always a Risk vs. Reward proposition.” They outlined, “it’s like gambling. Maybe the owner should have spent his money betting on the Seahawks if he wanted to see return on investment.”