To finish off our week of insight and information about this year's sporting/advertising extravaganza that was Super Bowl XLVII Bryan Duffy, EVP of Sales and Marketing at MKTG INC, looks at what the Super Bowl was, and is.
"There’s a reason brand marketers are spending upwards to $3.5-$4MM on a 30 second spot. The reach and awareness generated by dynamic ads to the single largest TV audience year in and year out is unlike anything else, especially in the word-of-mouth, socially connected world we all live in now.
A classic example is the buzz surrounding the Paul Harvey, Dodge Ram God Made a Farmer ad that’s being talked about in every social circle, at the water cooler and in meetings around the globe… simple, elegant, emotional and powerful.
A positive or irreverent Super Bowl ad can literally be a “game changer” for some smaller brands (eg. GoDaddy.com a few years back) and help put them on the map. For more established brands, it reinforces their brand messaging, helps serve as a platform for new product launches and solidifies their category leading position in the marketplace.
All that said, a negative ad can be the kiss of death. More and more consumers don’t want to be “talked to” by big marketers, rather they want to be engaged, entertained and a part of the conversation; “Don’t talk at me, talk to me”.
Bottom line: the ramifications of a poorly created and executed ad can cause long-term damage to your image and perception within consumers’ minds. Trying too hard and forcing something that’s just not there won’t come across as authentic and won’t pass consumer’s BS radar.
As for changes to the Super Bowl over the years, you could say there’ve been just a few. About as much change as the equipment being used, dress code of the coaches on the sidelines and the cost of a beer and hot dog.
What started as a Championship game back in 1967 at the Los Angeles Coliseum with a focus on what happens on the field, has turned into a cultural phenomenon that’s positioned the National Football League as the preeminent “entertainment” property in all of sports and transformed the game into a made for TV event.
Let’s start by looking at the figures: In 1967, a game ticket cost $12.00, the average cost for a 30-second spot was $42,000 and roughly 60 million fans watched the game. By contrast, Super Bowl XLVII in New Orleans drew over 100 million viewers in the US, garnered $3.7M+ for a 30 second spot and an average ticket price of $3,500. Yeah, you can say there’s been some change.
But beyond the facts and figures, let’s look at what the Super Bowl has come to represent for all stakeholders involved. For fans, both at the game and watching from home, it’s an opportunity to become part of a community. For the hard-core, passionate fan willing to shell out big bucks to attend the game it’s about cheering on your team and being part of the moment; a part of the spectacle in the stadium and being immersed in over-the-top marketing messaging in and around the host city.
For those die-hard and casual fans watching at home, it’s an opportunity to socialise with family and friends; where the interest is in the commercials every bit as much as what the score is. In essence it’s about shared experiences! For corporate sponsors it’s about reaching the masses, engaging with consumers at every touch-point (TV, digital, social, events) entertaining their customers and communicating their brand messaging. For the National Football League, the Super Bowl has come to represent the pinnacle of the season where not only the best teams compete for the championship but fans, customers and the media gather to be immersed in the NFL entertainment brand… yes, it’s to excess and has become too commercial in many ways, but ultimately it’s about a celebration of the sport."
