Super Bowl Marketing MKT 3865 Dr. Don Roy. Super Bowl Advertising Trends 1.Cost to advertise during Super Bowl has risen sharply in recent years.

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Presentation transcript:

Super Bowl Marketing MKT 3865 Dr. Don Roy

Super Bowl Advertising Trends 1.Cost to advertise during Super Bowl has risen sharply in recent years.

The Cost of Super Bowl Advertising YearCost for 30 Seconds 1967$42, $162, $575, $1,200, $2,600, $4,000,000

Super Bowl Audiences: Strong! YearNumber of Viewers (in 000s) , , , , , ,400

Super Bowl Advertising Trends 1.Cost to advertise during Super Bowl has risen sharply in recent years. 2.The Super Bowl has attracted “non- traditional” advertisers in recent years.

What Do These Brands Stand To Gain from Super Bowl Ads?

Super Bowl Advertising Trends 1.Cost to advertise during Super Bowl has risen sharply in recent years. 2.Non-traditional advertisers have appeared in recent years. 3.More commercials are part of integrated marketing campaigns rather than stand- alone spots.

Why Super Bowl Integrated Campaigns 44 million ad views of Super Bowl commercials will occur before the game 63% of Super Bowl viewers will use social media to enhance consumption experience

For Discussion What makes a Super Bowl commercial effective? What makes other Super Bowl commercials $4 million duds? 2013 Super Bowl Commercials

Why Super Bowl Ads May Be Worth the $ 39% of Americans say ads are favorite part of Super Bowl 64% said that half or more of their conversations next day are about the commercials 21% said Super Bowl commercials are more memorable than those they see every day Source: “Super Bowl: 39% Prefer Ads over Game” Marketing Daily, January 25, 2013.

Why Super Bowl Ads May Be Worth the $ TV audiences have become fragmented; one-time events such as Super Bowl and Academy Awards are exceptions. Major live events such as Super Bowl are considered “TiVo proof” programs; viewers are interested in viewing commercials High audience reach makes it a good value… even at $133,000 a second!

Super Bowl: Economic Engine

Who Will Win?