Super Bowl: Mindblowing costs of advertisements
Loads of Americans buckle up on the couch to watch the annual championship game of the NFL. This establishes great space for marketing, with ads that evoke emotions, or amuse with funny content. Brands that advertise, but are not limited to, include : Pepsi, Budweiser, Doritos, Jeep, T-Mobile, KFC etc.
2016 Super Bowl ads cost 5 million dollars, miniscule to some, but certainly not cheap either. This „pocket change“ to brands is well worth it, mostly in promoting the brand, with memorable ads people seem to love. While Budweiser, a well known company perhaps won’t see it’s sales nor revenue skyrocket, lesser known brands like Wix.com, a web development platform, sure will. Spending $10 million got their brand more recognisable (according to a Fluent study), and boosted their overall profits. It’s not just Wix.com jumping on the Super Bowl ads bandwagon, Mophie (accessories maker for mobile devices), Squarespace (web development platform) and others got their ads aired, and in return got lots of benefits, even more so than Wix.com.
One of the reasons why brands of many kinds, ranging from ubiquitous to petite advertise, is because of a huge audience of 114.4 million viewers, according to Nielsen. It’s a great way of gaining brand traction and love towards it. Brands sure get benefits from the ads, but the Super Bowl’s 2016 broadcaster CBS does too. CBS ranked up roughly $350 million from aired ads, and will probably generate even more in the future.
Super Bowl ads are, aside from the game, the most vital part of the experience. In fact, about 25% of surveyed Super Bowl viewers think the ads are the most important part of the Super Bowl. Sometimes, Super Bowl ads can create negative exposure towards the companies. Nationwide Insurance with the „Boy“ ad, aired in 2015, received lots of slack for it. The ad features a little boy saying he „couldn’t grow up“ because he died, featuring a filled bathtub, cleaning products spilled on the floor, and a broken TV. The ad was intended to raise awareness of child deaths caused by accidents that were easy to prevent.
Nevertheless, to an average non – American viewer, most of Super Bowl ads bring joy, with creative and innovative mindsets making the ads fun and viral.