With the Super Bowl coming soon, many of you might want to find out more about this great American sport event and its marketing strategies. In fact, it is not just the ultimate competition in American sports, it’s the ultimate competition for marketers. It’s where brands compete to create differentiation and expand their markets.
The Super Bowl is one of the most expensive nights for advertisers, with prices steadily climbing every year. The average rate for a 30-second spot has increased 75% over the past decade, reaching $5 million. Besides being the final of the championship organized by the National Football League, the Super Bowl is also the most famous sport event in United States. Advertisers spend more than 10% of their annual media budget on the game, a spectacular amount of money for a very little airtime.
Super Bowl has power! Power to draw viewers, power to capture attention, power to make consumers watch commercials
This sport is probably the best chance for a company’s products to be seen by an enormous captive audience made of football fans AND commercial fans, a global average of 160 million people.
In marketing, if a commercial does not entice consumers to purchase the product, it is a waste of money and time. Every year, wealthy companies rise the challenge to create the funniest, most beloved ads. The most popular ones will influence the brand favourability and the consumer behaviour. As everyone expects the Super Bowl commercials to be unique and humorous, it is actually a distinct and special part of the game. People will be willing to watch these ads more than any other time in the year.
However, multiple researches concerning Super Bowl commercials have shown that there is no relation between ad success and sales. That is to say, Super Bowl ads don’t really boost purchase.
Ad company Genesis Media found that, even though ads can help increase the brand awareness of a product, 90% of the viewers are not likely to buy something in a Super Bowl ad. This means that ads are not supposed to actually sell a product. Many popular ones are not even aired after the Super Bowl game. It’s a one-night bet.
Regardless, a few huge companies constantly produce high quality, entertaining and effective ads just for that night, believing that those ads can be good enough to attract the consumers and make them purchase their product. The two most successful companies that intensively communicate with their target market are Coca-Cola and Anheuser Busch (owner of Budweiser and Bud Light).
So, what is the point in putting so much effort and budget into creating astonishing Super Bowl commercials?
First of all, it helps make brands stand out through promotions, sponsorships, etc. Every way is good to create a genuine link between the brand, the event and the customer’s reason to purchase. Secondly, it helps make the brand visible and get noticed. Indeed, spots are inherently watched live, so people are unlikely to fast forward the commercials, and it is part of the show! Moreover, the show is also promoted on social media.
As a result, people will keep in mind the best ads they saw. And with time and repetition, they will eventually end up purchasing! This is how consumer’s behaviour works. That’s why every commercial should be Super Bowl Sunday quality. It is not enough to understand the product wants and needs. It is essential to know how to communicate with your target market. And to make every advertisement a successful Super Bowl Sunday.