At least six financial brands have purchased air time for the television spectacle that attracts more than 100 million viewers, aiming to establish a place among more mainstream institutions by promising easy and convenient ways to manage your money.
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“They don’t necessarily directly lead to higher sales, but that’s not really the point of it. The point of Super Bowl advertising is to be a Super Bowl advertiser, and have people recognize you as a big player on a big field”, Durbin says.
This year, McKendry said agency staff and partners from four other markets will be participating.
They’ve been running a nationwide campaign called “Ad Bowl” for the past 16 years, ranking Super Bowl commercials from first to last based on online votes. But this is a very large sample.
The fastest rising and most watch award goes to Hyundai, which exceeded 15 million views in just three days. He writes a personal blog, Screenwerk, about connecting the dots between digital media and real-world consumer behavior.
Super Bowl viewers can no longer assume the commercials they see during the big game are being released for the first time.
Even though Monday’s news will be flooded with highlights of the game, there will also be talks about which commercials were worth the millions and which ones flopped. Feb 7, when the game starts at 6:25 p.m. with halftime show at 8:15 p.m. Enjoy the ads, and the game too.
While some of these ads in full format are already floating around the Internet, for others, just teasers have been released. In 2011, the same ad buy would have cost an advertiser $3.5 million.
Kantar Media reports that in 2010 $205 million was spent on Super Bowl ads and past year it hit $345.4 million.
Liam Neeson stars in this LG ad that looks more like a trailer for a spy movie. And watch for surprise ads from Amazon, Coca-Cola, and Chrysler during the big game. Tonal problems can be an issue; nobody wants to feel sad during the Super Bowl, for example.
Then, he says, advertisers hope you’ll do something more this year than in years past, that being sharing the commercials you really like on your social media pages.
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CRTC spokeswoman Patricia Valladao said in an email that Canadian commercials will still be available on Canadian channels and there is nothing prohibiting Canadian advertisers from buying time on the US broadcast – although she noted that would be expensive.
