The biggest event of the year on television in the United States is the Super Bowl. It attracts the largest audience for any program during the year; Super Bowl XLVII attracted 108.96 million viewers in the United Sates according to Nielsen. The size of the audience creates a challenge for companies to be able to advertise something that’s relevant for most viewers. Therefore, companies have to use segmentation bases to appeal to different aspects of the audience. For example, Chrysler featured two advertisements that were using the psychographic base in terms of giving a message about something most viewers could relate to. One saluted the armed forces, appealing to nationalism and the value of family and friends, and the second ad made a tribute to framers using family values and featuring their lifestyle. These commercials were meant to touch on the emotional side of viewers, making it easier to promote the brand. 

There were other advertisements that were humorous, making them much more enticing to watch. Commercials like ones shown buy Oreos or Doritos tend to be much more relaxed to effectively communicate their brand image. Furthermore, these ads use humor at a  basic level, allowing for anyone to understand them and relate them to the brand; the product logo was prominently displayed. The fact that a huge audience is available to a company should make it consider whether the product they are tying to sell is actually targeting most of that audience, if it isn’t then the company might think that promoting their brand at the Super Bowl will have a long term effect, potentially gaining new customers in the future. Having such high airing costs a company will do thorough analysis before deciding whether to air an ad during the Super Bowl.

Nielsen source on Super Bowl viewers
Article that encouraged me to write this blog post, from the NYT