A non-Americans guide to Super Bowl marketing.
Super Bowl 53 is amongst us. The game will start at around 11.30pm GMT on Sunday.
This year the big game will be held in Atlanta’s Mercedes-Benz Stadium.
There’s no shock in who’s competing. You guessed it, the New England Patriots.
The Patriots will be making their fourth appearance in the last five years and will be
attempting to avenge last years loss. This Sunday, the NFC champions that get the honour
of challenging the Patriots in Super Bowl LIII are the Los Angeles Rams, who last lifted
the trophy back in 2000 as the St. Louis Rams.
Unsurprisingly, Super Bowl Sunday isn’t just about two teams playing football. The day consists of mass food and beverage consumption, with 135 billion wings eaten last year.
Fans also get treated to the historic halftime show, with Maroon 5 set to perform this year. Fun aside, the Super Bowl is one of the biggest days of the year in terms of marketing and commercial content. Instead of grabbing a snack or running to the bathroom, viewers of the game will find themselves engaging and ranking adverts based on creativity and humour. The best advertisements are often talked about for many months after the game and can go a long way in defining a brand.
Advertising during the Super Bowl isn’t cheap. According to Variety, CBS has been selling 30-second TV advertisements at a price between $5.1 million and $5.3 million. This does not account for the price of filming, celebrity appearance fees and any cross-marketing on other platforms, such as social media. Whilst most multinational companies use the event to keep their brand relevant and to flaunt their budgets, the opportunity to reach a mass audience can lead to a significant surge in sales for a lesser known company.
Despite the price, a successful advert can positively impact revenue. A 2016 paper found that movies that run advertisements during the game
will experience on average an $8.4 million increase in opening weekend tickets. More recently,
Mountain Dew saw an increase in sales by 17% following their advert
during the 2018 Super Bowl, whilst Pepsi saw a 12% increase immediately following their advertisement.
This can mean millions in revenue for multinational corporations of this size, justifying the cost of the campaign.
Most of the companies that are expected to have adverts in this year’s Super Bowl have already been announced. Some of these companies have already released their adverts early through YouTube and other social media platforms. This can help in generating consumer engagement before the advert airs during the game. Super Bowl advertising veterans such as Budweiser, Pepsi and M&M’s have confirmed that they will be running adverts this year. Burger King will also be making a return after being absent for over 10 years. First-time advertisers such as the dating-app Bumble and Expensify will be hoping that their campaigns make a big splash. To conclude, let’s look at a few of the most successful and engaging advertisements during previous Super Bowl games.