OUR THOUGHTS ON:

Super Bowl Advertising: What to Watch

Marketing

By Sean Smith

The Super Bowl has become an annual spectacle, worthy of attention for far more than just determining this year’s NFL championship team. Super Bowl XLVI brings its own share of extra excitement.

Who will sing the national anthem? Will Madonna pull off a great half-time show? And, of course, “Who will have the best commercials?”

The Super Sunday is also a championship day for advertisers, most of whom will pay $3.5 million for each 30-second television spot aired during the game. To put that in perspective, it took you about thirty seconds to read the first few paragraphs of this article. Imagine if that cost you $3.5 million.

Of course, history shows that the investment can be worthwhile for many brands hoping to capture attention and excitement. The Super Bowl is almost always the most-watched television event of the year, making it an ideal vehicle to truly make a splash. Consider some of the inconic images from years past: The Apple 1984 spot, Budweiser’s talking frogs and, of course, e*Trade’s talking babies.

So, what should you watch for this year?

Personally, I’m looking forward to an Acura spot featuring Jerry Seinfeld (a longtime fan of the advertising culture). Matthew Broderick will star in a Honda-created spook of Ferris Bueller’s Day Off. In fact, there will be 14 car-related ads this year – running the risk of making it hard to truly break through the clutter. Coca-Cola’s polar bears return, and Elton John makes an appearance forPepsi. I haven’t seen all the spots yet, but I also expect lots of talking animals and babies – always crowd pleasers.

Lastly, keep your smart phone handy. Many ads will include social media-based promotions, so ready to send emails or Tweets.

Enjoy the game on Sunday, and be sure to let us know about your favorite ads.

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Material discussed is meant for informational purposes only, and it is not to be construed as investment, tax, or legal advice. Please note that individual situations can vary. Therefore, this information should be relied upon when coordinated with individual professional advice.

© 2018 Schneider Downs. All rights-reserved. All content on this site is property of Schneider Downs unless otherwise noted and should not be used without written permission.

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