The NFL Super Bowl





Overview:


Advertisements didn’t start to become a huge deal during Super Bowl until 1984, when Apple ran “1984” to promote the new Macintosh computer (The New York Times). After that, it created buzz and all major businesses and companies started to want to be a part of the NFL Super Bowl commercials and take part in the half time advertisements. There are approximately 90 million viewers that watch the Super Bowl, causing it to be the biggest day of the year for advertisements on television (The New York Times). For most viewers it’s not always about the game as much as it is for the ads that are displayed. The ads on the day of the game have the best ratings of any day of the year. In order for an add to be chosen, most companies run them on their site, along with YouTube to get the viewers to vote what commercial is their favorite. It has to be something that is unlike any other ad, and has to create and appeal and an emotion. The major networks that cover this sports event are CBS, FOX, and NBC. The top ways the Super Bowl gets its advertisements is by billboards, commercials, newspapers, magazine, internet, Facebook, Twitter and by looking at USA today’s ad meter.

“Larry Vincent, group director of strategy in the Los Angeles office of the brand strategy and design consultancy Siegel and Gale, said effective Super Bowl advertising does apply when there is a direct call to action” (Adweek-Mahmud).






Reasons for use:

Without having emerging media, the Game wouldn’t be as big as it is. The whole point of the Super Bowl is for the final championship teams to play against one another for the overall title. When the ads started to become more and more popular, it just started to become expected. They advertise because they know that by telling businesses and companies that the game is coming up, they know to start preparing their advertisements. Super Bowl is one of the most expensive advertisements there is on TV. If it was not as big of a deal as they have made it, they would never even come to close to the revenue that they bring in today.




“Behind the myths, there are some things potential advertisers should bear in mind. Analysis shows that the effectiveness of Super Bowl advertising varies according to a brand's maturity, category and strategy. The brands that are guaranteed to see money back from a spot in the Super Bowl are established brands. The first week after the Super Bowl, small brands see an average of 13 percent sales uplift compared to 11 percent for major brands. In the month after the Super Bowl, sales uplift for small brands drops significantly to an average of 3 percent while major brands' sales uplifts stay strong at 9 percent” (Adweek-Super Bowl, Super Score).







Limitations of use:




There are not any specific limitations when it comes to putting an ad in for the game. On average, the ads are now 3 million dollars for every 30 seconds (Superbowl-Commercials). That in itself is a limitation for the companies because of the cost. Most people are not willing to spend 6 million dollars on a minute ad. And if they are, it is going to be the bigger brand companies, where it will be worth the cost, to later on increase their revenue and sales. Also, the spaces are limited for how many advertisements can be placed in the time spand of the Super Bowl, so it is on a first come, first serve basis, as well as they have to be better than good, they have to be brilliant. For the upcoming year of 2011, CBS isproud to report that 90% of the ad spaces have been sold (Superbowl-Commercials).

Cost of Advertising:




“The cost of a 30-second Super Bowl spot has more than quadrupled since 1989, far outstripping the event's delivery gains in that same 20-year span” (Adweek-TNS).

On average, the cost for 2010/2011 are ranging to be 3 million dollars for a 30 second ad, meaning $90,000 a second (The New York Times). After 1984 when it became a huge deal to have really good and creative ads during the Super Bowl, major networks such as NBC, CBS, and Fox made an agreement with the NFL to have for 2009, 2010, and 2011. They realized the profit that was available, and the fact that companies would be willing to pay an extreme amount of money, all to say they were apart of it, as well as for their on future benefits to the company. The ads need to be savy; in a way to not make the economic cost of the product scare away the consumer. It needs to be affordable, and advertised as being the best, yet the least inexpensive. And if it is expensive, provide a reason as to why it is worth it, so the viewer wants and thinks of nothing but their product, creating a brand name as well as a loyal consumer. They need to recognize the environment in which we are in, with an economic downfall that is hurting everyone.

“The Super Bowl over the last two decades has generated $2.17 billion in networksales, from a total of 210 different advertisers” (Adweek-TNS).


Reach and Frequency:


When it comes to reach for the Super Bowl, there is no doubt that it doesn’t reach every market and demographic that the company is aiming for. The Super Bowl estimates to have over 90 million watchers during that football Sunday, accounting for the biggest day of advertising on television. Even those who hate the game are watching it. So there is no doubt that the reach and frequency for using this type of advertising isn’t reaching the consumers that it wants. Not to mention the fact that most businesses rate of return significantly increase. As well as the consumer awareness of the product increases.

“The Super Bowl obviously is the best way to reach a mass audience,” said the spokesman, Brian Walker (The New York Time- Media and Advertising).



Scheduling Strategies:


Most companies start thinking about the ads that they want during the commercial way in advance. There is a lot of preparing that needs to be done, in order to make it be the best possible ad it can be, being that it is not cheap to do it in the first place. Most companies go through tons of advertising agencies to brainstorm ideas. The sooner, the better, because there is a limited supply of spots, and it is a fact that its best to get ads in the first quarter of the game, then any other quarter because you start to loose consumers after the first quarter if the game starts to get bad, or there are other things that are going on. But the most watched part of the game by viewers is the first half.
















General Impact of Advertising:




The general impact is sky rocketing. Most businesses sales go way up after the ads are shown, especially if there is a particular promotion or discount offered. Its not extremely common to offer these, but for the companies that can afford it, it is usually more then likely well worth it, and in their best interest. Chrysler offered a deal during the Super Bowl halftime in 1975 that created a lot of buzz (The New York Times-Media and Advertising).

“Super Bowl advertising also shines when it's timed to coincide with news, whether it's a product introduction, a brand repositioning or a new business strategy. The ads that do not do well are those for companies that lack a clear strategy” (Adweek- Super Bowl, Super Score).


Audience Qualities:



Consumers want the best and biggest brands to put out the best ads while they are waiting for the game to come back on. You want to have a target market in mind, and try to make sure that your commercial stands out. Every target market in one way or another is watching the Super Bowl game. It depends on the ad, but whoever their target market is, they will in fact receive the message. Whether it’s live during the game, or on the Internet after it has premiered.

















Response from Audience:

The response rate for the Super Bowl ads is huge. A lot of people will comment on the YouTube videos that are displayed after the ads have been shown during the game. There are also many Facebook statuses and Twitter updates that people post about what ad was their favorite. In the end, it is known that it is nearly a race to see who can produce the best ad during the Super Bowl. They want feedback, and the viewers want to share their thoughts about what they liked and didn’t like about the ads that were seen. They want to create buzz, and that in itself is creating even more advertising other then the game on TV because its going further then just being an ad, but becoming a discussion on social networks, which spreads like wild fire.

There is no sure-fire formula for a superior Super Bowl commercial, but there are guidelines for appealing to the largest viewership possible. They include anthropomorphic animals, celebrities, cute babies, popular music, special effects, sex appeal and surprise endings.” (The New York Times)

Other Interesting Qualities:


There are a multitude of ways in which the Super Bowl creates interesting qualities for their ads. Its all about creating identify, buzz, appeal, and emotions. Each commercial is typically funny, but it is also about the big idea. Some may not say anything, and some may not be funny at all, but it’s the graphics that can make a commercial.


“In the last 20 years, the top three Super Bowl advertisers have become as much a part of the game as tailgating and office-betting pools. No. 1 Anheuser-Busch has appeared in every big game in the last two decades, spending $311.8 million on airtime, while runner-up PepsiCo has been nearly as committed, investing $254.2 million over the same stretch. Third-ranked GM, which will remain on the sidelines for the second straight year, has spent $80.5 million on Super Bowl ads from 1990-2009” (Adweek-TNS).

















Successful Advertisers:


The most Successful advertisers for the Super Bowl are CBS, Fox, and NBC. They are the 3 major networks that show the Super Bowl. Each year they rotate turns as to who is hosting the Su[per Bowl, and are overall in charge of deciding the cost of the ads. As well as what commercials get picked. The top three Companies that are seen year after year, spending the biggest amount of money is Anheuser-Busch, Pepsi, and GM.

This year for the 2011 Super Bowl, Anheuser-Busch is planning on buying eight 30 second commercials (Superbowl-ads). This equally a grand total of 24 million dollars

PepsiCo’s PepsiMax and Doritos will each be getting three 30 second commercials (superbowl-ads).

As for GM, it has not been determined as to how many ads they have purchased for this upcoming year.










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Sources:




2011 Superbowl Commercials Cost | 2011 Superbowl Commercials. (n.d.). 2011 Superbowl Commercials | Super Bowl Ads from 2010 to 1960. Retrieved November 14, 2010, from http://www.superbowl-commercials.org/1071.html

ELLIOTT, S. (n.d.). Super Bowl Ads - NFL - Advertising - The New York Times. Times Topics. Retrieved November 15, 2010, from http://topics.nytimes.com/topics/reference/timestopics/subjects/s/super_bowl/advertising/index.html

ELLIOTT, S. (n.d.). Advertising - Upbeat but Sympathetic - A Fine Line for Super Bowl Ads - NYTimes.com. The New York Times - Breaking News, World News & Multimedia. Retrieved November 19, 2010, from http://www.nytimes.com/2009/01/30/business/media/30adco.html?_r=1&ref=advertising

Lafayette, J. (n.d.). Superbowl-ads.com Article Archive | Super Bowl Advertising News Reviews History. Superbowl-ads.com Article Archive | Super Bowl Advertising News Reviews History. Retrieved November 15, 2010, from http://superbowl-ads.com/article_archive/

Sales, r. F. (n.d.). Is the Super Bowl Still a Strong Ad Buy?. Adweek: Advertising industry news and analysis. Retrieved November 19, 2010, from http://www.adweek.com/aw/content_display/news/media/e3i19d596a15ffa60014fb55c2a7c79f6c2

Sales, r. F. (n.d.). TNS: Cost of Super Bowl Spots Has Quadrupled. Adweek: Advertising industry news and analysis. Retrieved November 19, 2010, from http://www.adweek.com/aw/content_display/news/media/e3i793156d6041aecbf4022ef2238d14743?pn=2

Super Bowl, Super Score. (n.d.). Adweek: Advertising industry news and analysis. Retrieved November 15, 2010, from http://www.adweek.com/aw/content_display/community/columns/other-columns/e3i6914f3194e3fb193d15c25b9de6208d1?pn=2