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The Best Time of the Year … At Least for Advertising
Jan 30
 Director of Media |
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We are quickly approaching that annual day when we all flock to our televisions for the biggest event of the year … the Super Bowl. The game (I’m seriously missing my Packers this year), the snacks, the party … and the commercials. I truly enjoy that everyone in the room actually stops talking and pays attention to the ads.
In the past it seemed as though most spots during the broadcast were airing for the very first time. Last year, however, only 25% of the spots in the game aired for the first time during the event. To help spots break through, advertisers are using social media to build anticipation.
Last year, I totally got sucked in. I’ve always loved the movie “Ferris Bueller’s Day Off” and the advertiser (Honda, unknown at the time) used an online teaser ad to create social media buzz to boost viewer interest for the spot that aired. Everyone at the Super Bowl Party I attended was glued to the TV and it was a huge hit.
Again this year, many advertisers are using social media to build up a head of steam while some (Kraft/MiO Fit and P&G/Tide) are holding back to reveal everything during the event.
What spots are you anxious for? Let us know.
Rich Kottmeyer, Accenture
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2 Responses for "The Best Time of the Year … At Least for Advertising"
I have not been paying attention to the run-up, so this year’s ads will be a throwback to the days before teasers, pre-releases and pre-teasers, at least for me.
Generally speaking though, I’m fearing the mess that A-B will slop out there for Bud Light: these are always the biggest yawners of the evening.
Volkswagen tried to out-cute itself last year versus a year ago. They should have left the Star Wars thing alone. I’m actually interested to see what they’ve concocted…if they made a buy.
Oh–Chrysler. I’m interested to see what they put out. The Clint Eastwood spot last year was OK–not nearly as good as the previous year’s “Imported From Detroit” spot. But in the wake of that bizarre Republican convention stunt, I’m curious if they go back to that well.
What’s interesting about Super Bowl ads, in my opinion, is that so many brands go with the “comedy is gold” reasoning. With so many ads running for the same audience and using the same approach, it’s hard to remember an ad just from one exposure. I think what’s really missing is the frequency aspect. These campaigns go for maximum reach during game time, but then they don’t seem to be following up regionally—at least in our locale. To me it just seems like too large of an ad spend (est. $4 Million/ 30 sec. spot) to compete in such clutter. Why not do something out of the norm or in a less cluttered space: http://www.digiday.com/brands/what-a-4-mil-superbowl-ad-could-buy-in-digital/
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