Tag Archives: Super Bowl

Winter may be cold, but the Super Bowl game always pumps up the heat! The thrills, the chills, the excitement and surprises – and that’s just the advertisements! The Super Bowl has become one of the premier venues for marketers. And, according to Nielsen and CBS, this year’s event broke a viewing audience record at 123.4 million. (The Taylor Swift and Travis Kelce romance certainly helped to increase female and youth viewership.)

At a cost of a $7 million for 30 seconds of air time, the Super Bowl is also the most expensive advertising placement of any event or show. Add to the air time the costs of designing and producing ads, plus the integration into other marketing tactics, and a company can easily spend upwards of $8 million on a single day.

However, the ads aren’t limited to just the Super Bowl viewers; 39 brands released their ads in advance of the game as well. There were also a number of new brands making their Super Bowl debut, including Starry (owned by PepsiCo), Etsy, SNAP, Nerds, Lindt, and more.

Love them or hate them, Super Bowl advertisements have become a talking point before, during, and after the game. More than 50 brands took out ads designed to help them stand out to consumers, many with high-profile athletes and celebrities such as Ben Affleck, Jennifer Lopez, Arnold Schwarzenegger, Danny DeVito, Jennifer Aniston, and Michael Cera.

While the metrics for sales linked to Super Bowl ads won’t be available for months, many respondents watching the game stated they would be open to purchasing products by Doritos, M&Ms, and Budweiser. Ads also led to increased global YouTube views with Booking.com, T-Mobile, and Beyonce’ (of course) generating the most engagement and social mentions.

Commercials were all over the place with top ads as ranked by viewers going to State Farm, Dunkin’, Kia, Uber Eats, Dove, and NFL. And for animal lovers, the Budweiser Clydesdale horses made an appearance and were in fine form.

Which ad is your favorite this year?  

Group Activities and Discussion Questions:

1. Show one of the Web sites that have all the Super Bowl ads: https://www.usatoday.com/story/sports/Ad-Meter/2024/02/12/best-super-bowl-2024-commercials-ad-meter-rankings/72538932007/
2. Divide students into teams. Have each team select a Super Bowl ad to analyze and present in class.
3. What is the target market, key message, and offer from the ad?
4. How does the ad integrate with a company’s other promotions?
5. Are the messages integrated with a company’s Web site and social media?
6. As a class, after each commercial have students assign one to five stars for the advertisements.
7. Which advertisement won the class vote?

Source:  Koblin, J. (12 February 2024). Super Bowl viewership rose to 123.4 million, a record high. New York Times; Nerkar, S. (6 February 2024). $7 million for 30 seconds? To advertisers, the Super Bowl is worth it. New York Times; Schultz, E. J. (12 February 2024). Super Bowl alert: Big game ad winners and losers. Ad Age Daily; other news sources.

Winter may be cold, but the Super Bowl game always pumps up the heat! The Super Bowl has become one of the premier venues for marketers. The thrills, the chills, the excitement and surprises – and that’s just the advertisements!

At a cost of a $7 million (same as last year) for 30 seconds of air time, the Super Bowl is also the most expensive advertising placement of any event or show. Add to the air time the costs of designing and producing ads, plus the integration into other marketing tactics, and a company can easily spend upwards of $8 million on a single day.

Love them or hate them, Super Bowl advertisements have become a talking point before, during, and after the game. More than 50 brands took out ads designed to help them stand out to consumers, some with high-profile athletes and celebrities such as Serena Williams, Bradley Cooper, Ben Affleck, Jennifer Lopez, Alicia Silverstone, Melissa McCarthy, and more.

This year an audience of 113 million adults in the U.S. tuned in to watch the Kansas City Chiefs beat the Philadelphia Eagles in a 38-35 win in the last few minutes. Even more viewers tuned in to Rihanna’s half-time performance which drew roughly 118.7 million viewers across TV and digital platforms, making Rihanna the second-most watched Super Bowl halftime performance  since Katy Perry in 2015.

This year’s game was also the most-streamed Super Bowl in history with 7 million streams (up 18% from last year). An additional 882,000 viewers watched the Spanish broadcast on FOX as well. On average, more than 77% of U.S. households tuned in for the big game.

Commercials were all over the place with top ads being The Farmer’s Dog, NFL Run with it (featuring Diana Flores), Amazon’s Saving Sawyer,  and Dunkin’ Drive Thru.

Which ad is your favorite this year?  

Group Activities and Discussion Questions:

1. Show one of the Web sites that have all the Super Bowl ads: https://www.usatoday.com/story/sports/Ad-Meter/2023/02/13/best-2023-super-bowl-commercials-voted-usa-today-ad-meter/11247208002/
2. Divide students into teams. Have each team select a Super Bowl ad to analyze and present in class.
3. What is the target market, key message, and offer from the ad?
4. How does the ad integrate with a company’s other promotions?
5. Are the messages integrated with a company’s Web site and social media?
6. As a class, after each commercial have students assign one to five stars for the advertisements. Which advertisement won the class vote?

Source:  Ad Week; Fox Sports; New York Times; Nielsen Research; Wall Street Journal; other news sources

Winter may be cold, but the Super Bowl game always pumps up the heat! The Super Bowl has become one of the premier venues for marketers. The thrills, the chills, the excitement and surprises – and that’s just the advertisements!

At a cost of a mere $7 million (yes, $7 million) for 30 seconds of air time, the Super Bowl is also the most expensive advertising placement of any event or show. Add to the air time the costs of designing and producing ads, plus the integration into other marketing tactics, and a company can easily spend upwards of $8 million on a single day.

Love them or hate them, Super Bowl advertisements have become a talking point before, during, and after the game. More than 50 brands took out ads designed to help them stand out to consumers, some with high-profile athletes and celebrities such as Serena Williams, Scarlett Johansson, Zendaya, Anna Kendrick, and Mattel’s Barbie. Happily, the E*Trade baby also returned to the game after many years away!

Cryptocurrencies took several ads, with Coinbase using a simple, floating QR code that linked viewers to a site where they could get $15 of free bitcoin. Some brands even focused on their competitors, with Swedish EV manufacturer Polestar taking on Tesla with its simple ad.

This year an audience of 112.3 million adults in the U.S. tuned in to watch the Los Angeles Rams beat the Cincinnati Bengals 23-20. The audience increased 16% over last year, including 99.2 million viewers on NBC, 1.9 million viewers on Telemundo (the first Spanish language network to show Super Bowl), and 11.2 million on streaming platforms.

More numbers:

• Reach of 167 million viewers.
• Expanded 17-game regular season schedule.
• 103.4 million viewers of Pepsi halftime show.
• $7.6 billion in gambling bets.
• 1.42 billion chicken wings to be consumed during the game.
• 67 million points of avocados to be consumed during the game.

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Which ad is your favorite this year?  

Group Activities and Discussion Questions:

1. Bring up one of the Web sites that have all the Super Bowl ads: https://www.ispot.tv/events/2022-super-bowl-commercials
2. Divide students into teams. Have each team select a Super Bowl ad to analyze and present in class.
3. What is the target market, key message, and offer from the ad?
4. How does the ad integrate with a company’s other advertisements?
5. Are the messages integrated with a company’s Web site and social media?
6. As a class, after each commercial have students assign one to five stars for the advertisements. Which advertisement won the class vote?

Source:  Ad Week; NBC; iSpot.tv; Nielsen Research; NY Post; other news sources