Superbowl 51 Advertising Details

Superbowl 51 (LI) is upon us, and the marketing plans of companies who are buying a 30-second ad for around $5 million are in place and ready to “wow the world.”  The classic Superbowl commercials are a tradition that is part of the excitement leading up to and during the big game, but the way people would like to watch the game this year is everything but traditional.

Jason Teitler, Chair of Fan Experience at Burson-Marsteller, spoke to Forbe’s writer Darren Heitner about a survey conducted in partnership with Penn Schoen Berland (PSB) from January 18-21. The survey measured the perceptions and behaviors of 1,000 people who plan to watch this year’s game who also watched the Super Bowl in 2016. What they found is a big percentage would prefer to stream the game online instead of watching it on cable TV or utilizing a satellite dish.

An unexpected find in the survey is that of these people who would like to watch it online instead, almost half were interested in watching it using a virtual reality headset. These are the individuals who love the game so much that they’d like to feel more involved and part of the event.

The information below gives stats on Superbowl LI and most likely a peak into the future of how all shows will be experienced:

Why Super Bowl Should Offer Online Streaming, Virtual Reality
Image via Forbes

55% of people planning to watch Super Bowl LI said they would be interested in streaming pro football games online instead of watching on TV, including 77% of millennials. Additionally, 29% of those probable viewers said they would be more likely to cancel their cable subscription if they could stream pro football games online, including 43% of millennials.

“It says to me that the business of football, particularly the Super Bowl, will go through a heavy transformation over next few years, because there’s heavy preference on how to watch the game overall with much greater comfort to watch over the Internet,” added Teitler.

Read the full post here:  Why Super Bowl Should Offer Online Streaming, Virtual Reality

Our video department created this video for last year’s Superbowl. The stats concerning the 7.5 million YouTube searches that went on during the game for brands who advertised are definitely powerful and will no doubt be higher this year. Related content to an ad or brand will create even more recognition, and the subcategories for football might very well be the opportunity you need to connect with your target audience:

Never revealing the ad early and the secretiveness concerning the actual game-time commercial used to be part of the advertising culture, but now most companies leak out teasers of their upcoming ad. In fact, the whole campaign is based around the chosen theme and how to lead up to game day by creating a month-long story around the featured clip to pique the curiosity of online viewers. This adds to the feeding frenzy of deciding who gets top honors for the best Superbowl ads.

This story from The New York Times explains more about how the advertising has changed, much due to social media and how people prefer to watch what they want/when they want. Micro-moments are a huge factor to consider when developing any ad campaign, finding a way to sincerely relate to viewers and connect. As you can see, the cost of the commercial is much more than just the moment it is introduced during the Superbowl:

$5 Million for a Super Bowl Ad. Another Million or More to Market the Ad.
Image from New York Times

As recently as 2011, it was relatively novel for companies like Volkswagen to share teasers and full versions of their ads before the Super Bowl. Now, the main question for companies seems to be how early to start. More brands are choosing a “drumbeat” approach over one big moment, said Tara Walpert Levy, the vice president of agency and media solutions at YouTube, which has seen more companies prerelease and promote Super Bowl ads over the past few years. (YouTube is celebrating the 10th year of its AdBlitz competition, which encourages viewers to vote for their favorite Super Bowl ads, almost all of which are released and seen widely before the game.)

Social media is also far more far more developed as an industry than it was several years ago, making it harder for agencies to maneuver their way into online buzz without buying a spot, as Old Spice did in 2010. The platforms “have caught on and have monetized all the extensions around the Super Bowl,” said Lawrence Teherani-Ami, the media director for North America at the ad agency Wieden & Kennedy.

See the full post here:  $5 Million for a Super Bowl Ad. Another Million or More to Market the Ad.

Even though my team didn’t make it to the big game this year, I can’t help but get excited about the match up and the fun surrounding the game with Superbowl 51 advertising. As I searched for this year’s Superbowl ads on YouTube, most are very short clips of what is to come. It will be fun to see who gets the most creative with their efforts.

Superbowl 51 Advertising Details Find more on: S&S Pro Service Blog


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