As the Super Bowl hype spreads across North America, it’s an advertisers dream to get a piece of the action. Millions of viewers glued to their seat made the Super Bowl prime real estate for marketers. The price to run advertisements during the Super Bowl has increased over the past 10 years and a 30 second ad now sells for up to $4,000,000. Crazy isn’t it?
Maybe not, advertising researchers at the University of Colorado found that the stock prices of companies rose after the media began to hype the company’s upcoming advertising appearances. The pre-game action has become more important than the actual game. The stock price rises in anticipation for the actual commercial. This is because companies launch teaser commercials that relate to the Super Bowl in order to create buzz and correlate their company with a national event. Coca-Cola launched “The Coke Chase” encouraging viewers to vote on how it will end at the Super Bowl. Conversely, Pepsi’s strategy is to allow viewers to create their own commercial to help introduce the half time show.
In addition, the importance of advertising during the Super Bowl has become increasingly important as there is a social trend to substitute away from watching TV during primetime, and use other mediums such as Netflix, downloads, recording and streaming online. The Super Bowl ensures advertisements will be viewed by a company’s target market.
It is arguable that the Super Bowl ads are juvenile and forgettable, which is why it is to the utmost importance that companies create a commercial that will encompass the target market and persuade people to buy their brand. A call to action at the end of the commercial suggesting that it needs to be done for/before the Super Bowl is key!
Taken from “coca.cola.ca”
I believe that despite the fact that the cost of airing a commercial during the Super Bowl is almost at 10 times the cost of a normal commercial, it will be worth it for the company. As there is a growing trend to flip past commercials, stream TV shows online and download shows without commercials, this is the only way a company will be able to communicate to its target demographic through commercials. Talk about it leaving an impression on a consumer: Super Bowl commercials are the ads that viewers never forget. Also, people will associate these companies with an ethical, national event that no one wants to miss.
References:
Why Companies pay Big Bucks to Advertise During the Super Bowl
Again, nicely written. This one pushes the length limits, so keep that in mind for your next posts.
Glad to see you cite the sources of your images. (Although I can’t see the first image, for some reason – are you sure it’s working on your end?)
Also nice to read your opinions on these topics. Keep up the good work.
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