Super Bowl LVIII ad inventory added Almost sold out According to CBS, it has been broadcasting the big game between the Kansas City Chiefs and San Francisco 49ers since early November. The 30-second spot cost $7 million, about the same amount Fox Sports charged for the spot for last year's game. It's a huge investment for brands. The big question when investing in advertising space during the big game is whether it's worth the cost.
research company System1 has published a report A study last October found that while brand awareness for Super Bowl spots fell to 83% from 85% last year, brand recall for everyday ads increased from 81% to 85% over the same period. Brands buying expensive Super Bowl spots are looking for engagement beyond simple recall, and if it's decreasing, that's not a good sign.
System1 offered a simple solution for brands running Super Bowl ads. The idea was to introduce the logo and characters early on and make sure people saw it and felt good about it. They cited Disney, M&M's, and T-Mobile for excelling in this regard at Super Bowl LVII.
5 Actions for Super Bowl Ads
In addition to these basics, there are five actions every brand investing in a Super Bowl spot, and any advertising spot, should take to generate a satisfying ROI on their advertising investment.
#1: Run an omnichannel campaign
Super Bowl spots are very expensive because they introduce your brand to a large audience. Apply System1 insights for successful recalls and leverage them with smart campaign strategies that nurture the winning team long after the last snap is played and the winning team rides their parade float on Disneyland's Main Street. need to do it.
In the pre-YouTube era, the air of mystery surrounding Super Bowl ads made watching parties even more fun. (Non-soccer fans can also take a bathroom break) meanwhile Games – I'm gasping!) Brands are now dropping ads in the weeks leading up to the Super Bowl, allowing fans to participate in ads in advance.
This is the beginning of the idea of thinking about Super Bowl ads as one (admittedly huge) touchpoint in a full-funnel, omnichannel campaign, where you can create relevant, relevant ads everywhere your target audience is active. Engage in a highly meaningful way.
Nielsen's Tina Wilson suggests focusing The Super Bowl spot complements regular ongoing advertising and running ads before, during, and after the game.
#2: Plan targeted placement at venues around NFL stadiums.
One unique way to engage viewers wherever they are during football season is by implementing smart and creative placements around NFL stadiums.
Placer.ai analyzed traffic data Visit local venues surrounding professional sports venues to determine that NFL stadiums serve the most diverse audience of the three major professional sports. (MLB and NBA are the others.) They found that by advertising in and around NFL stadium spaces, brands could easily and effectively reach tens of thousands of relatively high-income consumers. Did.
By partnering with local venues and leveraging the insights behind location analytics, brands can potentially discover profitable intersections to engage with NFL fans throughout the season.
#3: Learn a lesson from the Pop-Tart bowl.
After the first PopTarts Bowl in December, more than 4 million people watched as the world's first edible mascot was lowered into a giant toaster and consumed by the Kansas Wildcats.
This game drew the largest attendance of any college bowl not related to the College Football Playoff. What is important for advertisers is Adweek reported Ads running during that period were 33% higher than the prime-time average. Poptarts ads that ran during bowl games outperformed other prime-time ads by 1,800%.
Pop-Tarts has found a way to entertain fans with a life-sized, selfless mascot during the game, and in the days, weeks, and months after the game. Marketing was so good that $12.1 million in free media We had a lot of adults try Pop-Tarts again.
This marketing also increased the value of the bowl game itself by more than 25%. The brand added new spots on social media to engage and expand its audience. Quite impressive for a life-sized Pop-Tart.
#4: Laugh at yourself
Pop-Tarts is once again leading the way in this regard. To use an analogy from the American pastime, swinging wide means either a strikeout or a home run. Brands that don't take themselves too seriously tend toward the latter.
Companies that run Super Bowl spots need to actively engage with people on their social channels, poke fun at themselves, and be open to any feedback they receive. It makes people like you and creates positive connections that lead to better returns.
#5: Evaluate effectiveness in the context of cross-media campaigns
Super Bowl spots may be the biggest spend in a brand's advertising budget, but they should be evaluated against the campaign's performance on other channels. Nielsen's Next Frontier Initiatives According to the report, people spend 4.5 to 5 hours per day watching live, time-shifted, and streaming TV, and the same amount of time on other types of media.
The line between television and non-television has become blurred. This new reality requires breaking down measurement silos. TV spots should be understood in light of their performance on other channels. And we need to challenge the channel investment models of the past.
Spreading your marketing budget too thinly across channels can lead to underinvestment and hinder performance. Nielsen found that if he spent twice as much on a similar channel he could mix, his ROI could triple. By using common cross-media metrics, more compatible measurement solutions can aid in that effort.
last note
The Super Bowl remains the best opportunity for brands to make a lasting impression. By running omnichannel campaigns, strategically targeting placements, incorporating humor, and measuring effectiveness across media, brands can maximize the return on their advertising investment.
