Super Bowl Marketing – More Than Just A Game

Super Bowl Marketing – More Than Just A Game

Jane Hunt

On February 7th, the Denver Broncos will take on the ferocious Carolina Panthers at Santa Clara’s Levi’s Stadium. For the brands wanting to cash in on the event, the game started a long time ago. The truth is, football has become just one part of the Super Bowl story – taking a back seat to branded marketing opportunities.

Year upon year, the Super Bowl provides some of the world’s most prime advertising real estate, with advertisers clamouring for the hottest spots, the biggest names and the best concepts.

Over the years Super Bowl viewers have witnessed the premieres of some of history’s best-loved campaigns – from Coca-Cola’s iconic 1979 “Mean Joe Greene” ad, to the famous “Bud-Weis-Er” frogs from 1995.

In a recent survey of 1,000 people carried out by San Francisco ad agency Venables Bell and Partners showed that 78% of Americans look forward to watching the ads more than they look forward to watching the game.

As a result, it’s perhaps unsurprising that the event has become something of a circus for marketing brands.

The past five seasons have seen the approximate asking price for a TV slot increase by 11.1% each year. This year’s CBS-televised event looks set to shatter existing records, with one 30-second slot costing an astronomical $5 million. Far from being put off by a hefty price tag, brands are squabbling over the last few remaining spots (back in November, CBS CEO Les Moonves announced that the network would be holding some time back for latecomers).

For many of the superbrands involved, $5 million dollars is a drop in the ocean. The Super Bowl is practically the Oscars of advertising – anyone who is anyone is there, peacock-like, showing off what they can do and how beautiful they can look while doing it.

Yet advertising these days goes far beyond securing a good spot on TV. 68% of 18-29 year olds surveyed said that social sites such as Facebook and Twitter have enhanced their Super Bowl experience. Brands are also pouring money into crafting sound content marketing strategies.

Let’s put $5 million in perspective

According to research from AdWeek, for $5 million advertisers could get:

  • 15 million search ad clicks
  • 2.1 million mobile app installs (the equivalent of 55 million clicks)
  • 10 YouTube Masthead Ads
  • 50 Tumblr Takeovers
  • 250 million Facebook Video Views
  • 100-200 Snapchat Influencers
  • 10.5 Premium Instagram campaigns
  • 12.5 days of sponsored snaps