"Adverstisers should consider doing strong digital marketing during that period" — Anne Lewnes
There is a guaranteed, built-in audience that will be not only watching the game, but talking about the advertising. Consumers recognise that, historically, advertisers have upped their game during the Super Bowl, that they will pull out all the stops to try to entertain them and that they’ll get to see something new. This year 40 brands will be doing just that, having bought airtime from CBS for a slot in Super Bowl 50 and they will all be jostling for the public’s attention. “Culturally, the Super Bowl may be the one time a year when advertisers are actually invited to the family rooms of American households. Ads become central.
Consumers knows the ads will be new and entertaining and also understand the high costs for each commercial creating added interest,” added Bill Tucker, executive vice president at the Association. “The Super Bowl serves as the centre of gravity and grand finale of extensive integrated cross platform marketing programs that includes promotion, in store marketing, advertising and social buzz with huge extensions leading up to the game. The return on investment continues to be heavily analysed by advertisers and is paying off for them.”
Some data points about Super-Bowl ads (*):
. $10 million for one minute. When is 30 seconds worth $5m? That is the question facing Super Bowl advertisers as they gear up for February 7, the biggest day in US marketing. The price tag that broadcaster CBS is charging for a television commercial for this year’s National Football League championship game is double the average $2.5m price a decade ago, according to Kantar Media.
. $5.9bn spent. According to Advertising Age companies have spent $5.9 billion on commercials since the first Super Bowl in 1967.
. 110 million viewers expected. Last year’s clash, where the New England Patriots snatched victory at the death from the Seattle Seahawks, attracted the biggest television audience in American history, 114.4 million viewers and was watched in 71 per cent of homes. By the time of the winning touchdown, there were more than 120 million people glued to their screens.
. 114 million viewers in 2015. But the game regularly breaks US TV viewing records, with 114m people tuning in last year. This Sunday’s pie will be even bigger, as CBS will for the first time make its livestream of the game and all national commercials available over internet TV boxes including Apple TV and Roku. Advertisers are already teasing their ads well before game day, using digital channels to extend their reach.
. 14 million hours of Super-Bowl ads. YouTube touts its metrics which show that advertisers that put up their ads early on its AdBlitz site get twice the views and three times the social shares as those that wait to release their ads during the game. Last year, people watched 14m hours of Super Bowl ads on YouTube, with 60 per cent of viewers tuning in on mobile phones. “We have stopped thinking about the Super Bowl as a one-day event. Our campaign starts when the NFL season starts,” says Ram Krishnan, chief marketing officer at PepsiCo’s Frito-Lay, maker of Doritos and other snacks.
. 60% jump in website traffic. Adobe, the software maker, estimates that brands that advertise during the Super Bowl see traffic to their websites jump more than 60 per cent, a boost that can last for more than three weeks after the game.
. 25 days of viral afterlife. “Advertisers should consider doing strong digital marketing in that period,” says Ann Lewnes, chief marketing officer. The most popular Super Bowl ads have a viral afterlife on social media that lasts on average 25 days, she added.
(*) Shannon Bond: "Super Bowl ads capitalise on bumper day with new angles", Financial Times, 6-7 February 2016. David Millward: "Superbowl: the biggest advertising show of all", The Telegraph, 7 February 2016.
_____________
No comments:
Post a Comment