The Super Bowl is the most widely viewed event in the nation each year. Last year 114 million people watched this event, which is a third of the country’s population. Therefore, getting your brand to advertise during this event is a huge deal. The price for Super Bowl ads have gone up 76% in the last decade. This year, ads are reportedly $5 million for just 30 seconds of on screen time. These facts indicate that brands are spending about 3 cents per viewer for their ads. Aside from the actual game, 25% of viewers consider the commercials the most important part of the event.
Marketing during the Super Bowl has a direct impact on consumers. Hashtag marketing is only getting stronger. During Super Bowl 51, Airbnb won marketing when it came to social media because they received the most overall engagement with its hashtag #WeAccept. The company was mentioned 854 times on Twitter by users during the game and the hashtag also received an average of 25,757 interactions per tweet.
There are many impactful marketing strategies to keep in mind when companies market their brand during the biggest event in the nation. Getting people to buy the product is no longer the sole purpose of marketing campaigns, it has shifted to getting the consumers to actually talk about the brand. The ads should be kept simple, but executed perfectly. Another key strategy is to only use humor if it’s actually done well. For example, during super Bowl 52, Wendy’s debuted their iconic “Iceberg” ad which used a bad titanic joke and then bashed McDonald’s. The humor was not done well and caused backlash. Collaborating with the right celebrities or influencers that are relevant to your brand can also create an impactful message. If a brand is aiming for a more serious advertisement, then it needs to focus on inspiring stories with real emotions. For instance, giving thanks to your customers or highlighting how the company is contributing to a larger issue. Lastly, it is vital to be unique because the ad will then stick out to the consumer the most.
What should we expect for Super Bowl LIII? Celebrity appearances have been discussed a lot on social media the past few weeks. We should expect a lot less appearances due to celebrities “boycotting” the Super Bowl in support of Colin Kaepernick kneeling for the National Anthem. Some, like Rihanna and Pink, even refused to perform for the halftime show. Also, evidence shows that younger audiences are less receptive to celebrity endorsers because of concerns about authenticity.
More women will be portrayed in this year’s Super Bowl commercials. In the past, women were only represented in about 34% of Super Bowl ads, although women account for nearly half of the viewership. However, this year the dynamic is expected to change drastically. Brands will be steering clear of politics because it is simply too easy to alienate a contingency of consumers. Overall, we should expect lots of humor. Marketers are beginning to realize that the Super Bowl is a national moment of fun and entertainment, so they are beginning to replace the more serious ads with humorous ones.