According to a survey by San Francisco ad agency Venables Bell & Partners, 78 percent of Americans look forward to Super Bowl commercials more than the game itself.
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CTV said 19.3 million unique viewers – more than half the Canadian population – tuned in previous year to its Super Bowl broadcast, which averaged 9.2 million viewers for the entire game. And it’s only getting higher. FCA’s estimated $139.9 million in ad expenses for the Super Bowl ranks third only to Pepsico ($172 million) and Anheuser-Busch InBev ($278 million). He says this year, we’ll see celebrities and politics. LoBianco explains, “While some brands decide to spread out their annual ad spend, others decide to be “all in” for just one event, even just one ad placement, because the reach and engagement is tremendous for the Super Bowl and brands know that viewers are tuning into the ads, not tuning out”. Who can forget the last three years of majestic, gorgeous horses with precious puppies. The price of a commercial during the original Super Bowl in 1967 sold for $42,000. Now I have no clue on what these two commercials are going to be, but I’m willing to bet that they’re going to have the same emotional treatment that FCA’s ads have been known for.
In an attempt to make the Prius look edgy, Toyota is bringing the environmentally-friendly auto to the Super Bowl with a spot called Heck on Wheels.
This year’s edition of the Super Bowl – the biggest day in U.S. sports – is proving something of a feeding frenzy for advertisers.
Kantar Media reports that in 2010 $205 million was spent on Super Bowl ads and previous year it hit $345.4 million. It echoes several studies that show younger viewers are discontinuing cable TV subscriptions and increasingly watching video content on screens other than conventional TV.
The Super Bowl presents a unique opportunity for advertisers, in that the game is watched live. There will be 40-plus commercials that will air during the game, with 114 million people expected to tune in.
Super Bowl viewing will be a little different for people living in the Charlotte area this year.
“The family audiences at home will certainly be appreciative if they don’t have to dive for the remote control when some sleazy ad comes on the air”, she shares.
Five million dollars for a:30 second spot this year, a new record.
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“If people are still talking about the spots after, then I do feel like it is worth it”, says Reiter.
