Provide some insight regarding your thoughts to Super Bowl a

Provide some insight regarding your thoughts to Super Bowl advertising, and whether or not it is cost effective. Support your thoughts with quality sources that back your beliefs, and explain what type of advertisements seem to work, and which ones don’t. List your references.

Solution

Answer 1:

The Super Bowl is the most widely viewed event in the nation each year. Of course, an event this size attracts big numbers all across the board. The U.S. television broadcast of the Super Bowl – the championship game of the National Football League (NFL) – features many high-profile television commercials, colloquially known as Super Bowl ads. The phenomenon is a result of the game\'s extremely high viewership and wide demographics. Super Bowl commercials have become a cultural phenomenon of their own alongside the game itself; many viewers only watch the game to see the commercials. Super Bowl advertisements have become iconic and well-known because of their cinematographic quality, unpredictability, surreal humor, and use of special effects. The use of celebrity cameos has also been common in Super Bowl ads. A number of major brands, including Budweiser, Coca-Cola, Doritos, GoDaddy and Master Lock, have been well known for making repeated appearances during the Super Bowl.

The prominence of airing a commercial during the Super Bowl has also carried an increasingly high price: the average cost of a 30-second commercial during the Super Bowl has ranged from $37,500 at Super Bowl I, to around $2.2 million at Super Bowl XXXIV in 2000, and by Super Bowl XLIX in 2015, had doubled to around $4.5 million.

The cost of advertising during the Super Bowl has reached a point that some companies may not be able to recoup their costs from the resulting revenue. Therefore, it is not cost effective always for promoters to participate in Superbowls advertising.

Answer 2:

Which types of ads are more successful in Superbowls?

I think it is quiet important to understand that it’s Super Bowl is unlike any other television event when it comes to advertising. Industry Research has shown that the vast majority of viewers (upward of 75%) actually look forward more to seeing the commercials than the game.

Advertisers emphasizes more on entertainment over promotion. Question raises in mind : Is this approach good for the brand? In a word No. A clever punchline alone does not sell more products or services. Rather, a successful ad is one that has the brand integrated into the story. That’s true for the Super Bowl or any TV event. Having said that, viewers have come to expect Super Bowl TV commercials to be new and different. There’s an undeniable ‘Wow!’ factor that must be met, or viewers will be disappointed or, even worse, disinterested.

last year’s Budweiser Super Bowl “Lost Dog” ad accomplished both goals of brand integration and audience captivation. If you recall, the ad features an adventuresome puppy that accidentally leaves his horse farm and is seemingly lost forever, only to be rescued by his band of Clydesdale brothers. What’s interesting about the ad is that the brand—Budweiser—is never mentioned. We don’t even see the pup’s owner open a Bud to celebrate the return of his best friend. Yet, everyone knows the ad is for Bud even before the end card reveals the famous logo. The ad works because it leverages hallmarks of the brand: Clydesdales, rural America and sentimentalism. It elicited, almost demanded, an emotional response. The brand not only created a memorable ad but it was virtually impossible to discuss it without mentioning “Bud.”

Another example I would like to quote here is Contrast that success with a forgettable failure. For its Super Bowl ad last year, Squarespace bet on creating a ton of buzz by what seemed a formula for success: celebrity (Oscar winning actor Jeff Bridges) + highly original (OK, just plain weird) storyline = brand awareness.

For more successful examples and overall trend of superbowl advertisement one should review the literature available on Wikipedia. This literature has given trends of superbowl advertising costs and records in terms of viewership. It also contains the list of successful and unsuccessful advertisement details.