Whether you love it or hate it, one would be hard pressed to disagree that the Super Bowl is an iconic event; from the star-studded halftime show, to the excitement of gathering with friends for an overabundance of food and beer, one cannot ignore the magnitude and noise that is the Super Bowl. But if you're like me, there is a not-so-secret reason we tune in – the commercials! Ads play a significant role in The Big Game experience — with 85% of viewers expressing interest in the ads and 51% likely to look up an ad to watch it again, making it what many consider the holy grail of marketing opportunities.
Back in the day, a TV ad, coming in at a hefty $6.5 million for a 30-second spot, was the only way to get in on the action. While watching on broadcast TV remains king of the devices, the evolution of digital platforms, social media apps and mobile streaming presents a variety of new ways (outside of the TV screen) to get audiences’ attention today. This leaves advertisers faced with a choice – whether they plan to drop millions on a coveted TV spot or if they will use alternative means to reach this attentive audience.
Over the past few years, streaming has become an attractive alternative for watching the Big Game. In 2021, streaming numbers were at an all time high with 5.7 million people opting out of the live broadcast. This year, 59% of viewers plan to keep up with the game on multiple devices, opening up a whole new world of opportunities for marketers. With the shifting consumption habits of viewers, we can expect to see an uptick in advertisers utilizing other platforms to increase their engagement with their audiences, in real-time, and at a much lower cost of entry. From social media to online video, QR codes and apps, there are endless opportunities for marketers to bring their brand to life through engaging and personalized curated experiences.
Super Bowl LV took place in the hype of the pandemic, setting a more somber tone that we saw carry through from the empty seats in the stadium to the advertisements that aired. With several brands opting to sit this one out, there was a quiet void when it came to the Clydesdale horses and cute puppy commercials we are used to seeing make a splash on the big screen. Instead, we saw a rise in emotional ad spots, like Toyota’s “Upstream” campaign featuring 13-time Paralympic gold medalist Jessica Long. Another noticeable absence from the Big Game was Budweiser, who instead chose to allocate its advertising dollars towards educating viewers on COVID and the vaccine. This created opportunities for first-timers like Reddit, Robinhood, and Fiverr, who entered the arena and made headlines for the right (and wrong) reasons.
As we embark upon Super Bowl LVI, while we are still dealing with the effects of the COVID pandemic, it seems as if we are ready for a return to our “regularly scheduled” Super Bowl programming, including:
Advertisers and marketers have quite the challenge when it comes to making their brand stand out in the sea of Super Bowl noise. Simply having the funds to purchase a Super Bowl spot doesn’t mean it will be successful at impacting the business’ bottom line. Brands don’t need a massive advertising budget to grow; consider the message and strategy behind the campaign. Creating an impactful advertisement that goes beyond a single channel is vital for retaining and reaching your audience. Resonating with your audience, whether through humor or tears, will leave a lasting impression that ultimately will help captivate the attention of your audience.
At Kargo, we create omnichannel solutions for advertisers large and small, with budgets of all sizes. We consistently deliver superior creative and performance across premium inventory. Want to get eyes on your next campaign? Check out what we can do for your brand.