Super Bowl Marketing

MKT 3865Dr. Don Roy

Super Bowl Advertising Trends

1. Cost to advertise during Super Bowl has risen sharply in recent years.

The Cost of Super Bowl Advertising

Year Cost for 30 Seconds

1967 $42,000

1977 $162,000

1987 $575,000

1997 $1,200,000

2007 $2,600,000

2014 $4,000,000

Super Bowl Audiences: Strong!

Year Number of Viewers (in 000s)

1967 26,750

1977 62,050

1987 87,190

1997 87,870

2007 93,184

2013 108,400

Super Bowl Advertising Trends

1. Cost to advertise during Super Bowl has risen sharply in recent years.

2. The Super Bowl has attracted “non-traditional” advertisers in recent years.

What Do These Brands Stand To Gain from Super Bowl Ads?

Super Bowl Advertising Trends

1. Cost to advertise during Super Bowl has risen sharply in recent years.

2. Non-traditional advertisers have appeared in recent years.

3. More commercials are part of integrated marketing campaigns rather than stand-alone spots.

Why Super Bowl Integrated Campaigns

• 44 million ad views of Super Bowl commercials will occur before the game

• 63% of Super Bowl viewers will use social media to enhance consumption experience

For Discussion

• What makes a Super Bowl commercial effective?

• What makes other Super Bowl commercials $4 million duds?

• 2013 Super Bowl Commercials

Why Super Bowl Ads May Be Worth the $

• 39% of Americans say ads are favorite part of Super Bowl

• 64% said that half or more of their conversations next day are about the commercials

• 21% said Super Bowl commercials are more memorable than those they see every day

Source: “Super Bowl: 39% Prefer Ads over Game” Marketing Daily, January 25, 2013.

Why Super Bowl Ads May Be Worth the $

• TV audiences have become fragmented; one-time events such as Super Bowl and Academy Awards are exceptions.

• Major live events such as Super Bowl are considered “TiVo proof” programs; viewers are interested in viewing commercials

• High audience reach makes it a good value… even at $133,000 a second!

Super Bowl: Economic Engine

Who Will Win?