NO BIGGER GAME FOR ADVERTISING

SUPER BOWL COMMERCIALS

SUPER BOWL COMMERCIALS

A HUGE, DIVERSE AUDIENCE. ADS CAN TAKE ON A LIFE OF THEIR OWN.

▸ Super Bowl games are regularly among the United States’ most watched TV broadcasts. For advertisers, eyeballs (hopefully) convert to product awareness and increased sales.

▸ The broadcasts not only attract a wide audience, but a diverse one as well, spanning many demographics and age groups. Recently women have accounted for at least 40% of Super Bowl viewers. Because of this, airing a commercial during the Super Bowl can be valuable for advertisers seeking an audience for there products and services.

▸ Because of the overall buzz surrounding them, Super Bowl commercials have become cultural events. The best ads get additional airplay and exposure (for free). They are widely discussed on TV and online, often going viral even before they air on game day.

SUPER BOWL COMMERCIALS

YOU HAVE TO PAY TO PLAY.▸ Ad rates in the Super Bowl have climbed

steadily over the last decade.

▸ Fox is selling 30-second ad slots in this year’s game for a $5 million.

▸ When you pay this kind of money for 30 seconds you don’t cheap out. The average Super Bowl commercial costs $1 million to produce. The most expensive to date, Chrysler’s 2011 “Imported from Detroit” had a production budget of $12.4 million.

SUPER BOWL COMMERCIALS

ADVERTISERS BRING THEIR A GAME.

▸ Super Bowl advertisements have become iconic and well-known because of their cinematographic quality, unpredictability, humor, and use of special effects.

▸ Many of the most famous Super Bowl ads have been directed by top movie directors like Ridley Scott, David Fincher, Clint Eastwood, Peter Berg, and Zach Snyder.

▸ Celebrity cameos have also become common in Super Bowl ads. Celebs who wouldn’t ordinarily be caught dead in a domestic TV commercial seem more willing to appear in Super Bowl ads; whether because of the higher production values, the cache of appearing in what often become iconic ads, or maybe just because there is a lot more $$$$$ to be had.

COMMERCIAL CONTROVERSY (SELLS)▸ Controversy over Super Bowl ads isn’t new. In

today’s politically-charged climate, it’s unavoidable.

▸ Airbnb and Budweiser are seen as making political statements with ads touching on diversity and immigration.

▸ Even Audi’s gender inequality-themed ad is causing “outrage” in internet comments and on cable news.

WATCH & ANALYZE ADS▸ As you watch them keep two of your favorites in

mind. Then use the analysis worksheet to evaluate your chosen ads.