Super Bowl Ads Get Super-sized Results
This Sunday evening a football game will be played in Opa Locka, Florida at Sun Life Stadium. That game, Super Bowl XLIV, will pit two of the best teams in professional football: the New Orleans Saints and the Indianapolis Colts. Drew Brees and Peyton Manning are the quarterbacks for these teams respectively, but they won’t be the only stars viewers will see when they tune in.
No, I am not talking about the supporting cast of offensive, defensive, and special unit players who will make or break the game. Rather, it is the commercials which can be almost as entertaining, short clips which can have a profound impact on viewers.
Wake Forest University conducted a study and their researchers found that although Super Bowl commercials can cost a mint—as much as $3 million for a 30-second spot, they can also be worthwhile for those who run them.
“Believe it or not, advertising on the Super Bowl can be downright economical,” says Wake Forest University marketing professor Sheri Bridges, an expert on branding and advertising. She gives eight reasons the Super Bowl is a unique opportunity for advertisers:
1. Exposure to nearly 100 million viewers of the game itself and to an attractive demographic.
2. Extensive publicity before and after the event in a variety of media and media channels.
3. Engagement levels of the audience in the ads are incredibly high (no zipping or zapping; people want to watch the commercials).
4. Excitement of game day can lead to positive feelings being associated with/transferred to the ads/advertisers.
5. Employee morale can be boosted, especially at a time when workers are looking for a reason to feel proud.
6. Evangelical word-of-mouth after the game (around the office water cooler, on the subway, in the checkout line, etc.) about favorite ads.
7. Extended ad life and exposure via airings on Internet sites devoted to Super Bowls ads, including YouTube and advertiser Web pages.
8. Elite image associated with Super Bowl stimulates an “eagle effect” — if a brand can fly high with the other eagles, it must be good.
“The bottom line…watching Super Bowl commercials is an event in itself,” Bridges says. But, she warns advertisers to steer clear of messages related to the bad economy. “Viewers want ads that make them smile, laugh or get choked up, not those that make them feel depressed,” she says.
Expect a lot of exciting ads this weekend before, during, and after the big game. Enjoy the contest too because when you talk Saints-Colts, you’re talking about one of the best Super Bowl match ups of all time.
Source: Wake Forest University