A Super Bowl of Opportunity
The Super Bowl is a sporting event unlike any other. Food, Drinks, Beer, Advertisement, Half Time shows, 181 million viewers— the opportunities are countless!
“The Super Bowl is one of the biggest snacking days of the year,” says Frito-Lay spokesman Jared Dougherty.
But snack and beverage sale spikes the week of the Super Bowl pale in comparison to the advertisement opportunity across the entire industry. On average, 181 million views tune into the Super Bowl, allowing advertisers the ability to reach large audiences spanning many target markets.
The Super Bowl is just as much an excuse to come together with family and friends for food, chatter, the half-time show as it is a chance to watch a great game of ball (this year will feature Bruno Mars and the Red Hot Chili Peppers). In fact, while almost half of Americans find the game to be the most important factor of the night, almost a quarter actually believe the commercials are most important and more entertaining.
But it’s not easy for the advertising industry to compete for these coveted spots. The average cost of a 30-second Super Bowl ad has exceeded $3 million for the past few years and hits around $4 million this year!
Newcastle’s “Commercial that Never Was” starring Anna Kendrick jokes about the ridiculous costs associated with creating a hyped-up Super Bowl commercial.
Is a 30-second spot worth the cost? A study from Communicus found that only 1 in 5 advertisements actual lead to an increase in sales. But that’s what happens when you have the biggest dogs in the ring fighting it out. Doritos, Taco Bell, GoDaddy, Tide, Coca-Cola– the most memorable ads in 2013 belong to already industry leaders with solid customer loyalty.
These days, advertising and marketing is multi-faceted and integrated. Brands aim not just to target different markets, but also to build loyalty and identity.
More important than sales, the Super Bowl builds brand identity and exposure. With expectations for highly entertaining advertisements, the Super Bowl has consistently been raising the bar for creativity and social media has created an interactive platform for immediate audience feedback. The large audience during the Super Bowl creates exposure that leads to shared content. The 10 most shared ads from the 2013 Bowl generated more than 10 million shares, almost double the 5.4 million shares resulting from the 2012 Super Bowl.
What advertisers can take away from this is that consumers now expect to be entertained and be a part of experience. They want content to share that they identify with and can use as a reflection of their own self. The audience wants to be a part of the brand.
Facts & Figures from: