Warren Shiau, a consumer analyst with IDC Canada, said watching the Super Bowl commercials has become an important pop-culture experience and few Canadians will miss the local ads. Consider last year’s Nationwide Insurance ad featuring a child talking about things he’ll never experience because he was killed in a childhood accident.
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You might have some luck here, unless, of course, they also chose to stream the game. For some companies, one Super Bowl ad can be a massive component of their advertising budget – that was the case for Master Lock, a company that made its name as a national brand thanks to a Super Bowl spot. Keeping these commercials a secret until the day they air has helped FCA earn a reputation for having some of the most memorable Super Bowl ads in recent years.
The only other reason I ever watched the Super Bowl was for the commercials. “They don’t want somber messages or to be reminded of their problems”, said veteran ad man Richard Kirshenbaum, CEO of ad agency NSG/SWAT. This year it’s a casual $5 million, up from last year’s $4.5 million.
“Considering the fact that it’s an election year, that you’d usually probably be a little bit already bored or what’s this going to be about, I found it really entertaining”.
David Shoffner, a senior strategist at Pavone, said the 2015 survey for Super Bowl XLIX drew more than 10,000 participants from all 50 states.
In addition to that $5-million price tag for an ad, advertisers spend millions just to produce their commercial for the game, making creating a memorable ad a high-stakes endeavor. Essential Pittsburgh’s Paul Guggenheimer sat down with Duquesne University Associate Professor of Sports Marketing Ron Dick and Marketing Professor Audrey Guskey to explore the history of Super Bowl commercials.
“The Super Bowl is really two events in one”, says Shoffner.
In recent years, Fiat Chrysler’s commercials have ranked among the most viewed, discussed and parodied.
The Super Bowl is also a time when new movie trailers are released.
According to AdWeek, clients who spent north of $1 million advertising on Twitter around the Super Bowl have gained the special privilege of including custom emoji as part of their campaigns.
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Many may have tuned in on February 2 when the network hosted its “Super Bowl Greatest Commercials 2016” special, in which it covered five decades of fantastic commercials with a Top 50 countdown. Advertisers need to look for ways to extend momentum from the Super Bowl as long as possible.
