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Do you think $37,500 for a 30-second ad is a lot? How about $400,00? Wait, $2,100,000 is too much? None of these numbers were paid this year. Each year, the prices go up, obviously, but 2022 hit the record with $7,000,000! This year, all the advertisers ran their ads across Telemundo and Peacock, NBS's streaming, for the first time. By the way, 40 percent of the adversaries were entirely new. Additionally, the ads were spread over 12 categories, but the prevailing areas were technology, health & wellness, entertainment, automotive, and travel. Interestingly, crypto companies and electric automakers entered the Super Bowl ad market for the first time.
The Hollywood Reporter writes that Dan Lovinger, the Olympics ad sales for NBCUniversal lead, stated this year the ads are less into the pandemic but more into comedy. "From what we've seen based on scripts, it's a return back to a more comedic tone, we think," adding, "You're going to see a slightly lighter tone. And I think the country's ready for it."
Why is Super Bowl so important for the advertisers, and why is there so much money? Read the article to find out more.
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Super Bowl And Advertising
Let's be honest, the Super Bowl has become something more than just a game; it's a whole culture that attracts millions of viewers. According to sportpromedia.com, 112.3 mln people watched the game this year. Super Bowl is one of the most-watched American TV broadcasts every year. As Kantar Sports MONITOR study 2021shows, 67% of fans over age 18 stated they were extremely interested in watching the Super Bowl this year. This number outruns the 2022 Winter Olympics and the World Cup!
Here's how it started. Since the 1980s, Super Bowl commercials have become commonplace. It began with Apple's "1984" ad made by Chiat/Day and Ridley Scott. Today, it's considered a masterpiece, but it was quite a debatable futuristic ad back then. The Macintosh-launching Super Bowl ad cost $1 mln, but the ad paid back by boosting the sales of Macintosh computers to $3.5 mln. By the way, Macintosh is today's Mac - the new name appeared in 1998. So, that's how Super Bowl commercials became attractive to advertisers and popular among viewers. As millions of people watch the game, companies and brands MUST use this opportunity to expose themselves and attract more customers.
According to Kantar's Sports MONITOR's fan insight service, ads are more popular to watch than the halftime show; they rank third in popularity, resulting in a strong return on investment (ROI) of $4.60 for every dollar spent.
2022 Advertisers
There are over 30 advertisers, 40 percent of which buy airtime. The commercial veterans are Kia, Amazon, BMW, General Motors, Toyota, Google, Uber Eats, Turkish Airlines, Taco Bell, TurboTax, T-Mobile, Jeep, Nissan, Doritos, etc. Among the new advertisers are Sam's Club, Coinbase, FTX, Irish Spring, Booking.com, Carvana, Crypto.com, eToro, BitBuy, Hologic, Rakuten, Meta (yes, no more Facebook), and more.
This year many ads are with celebrities: Zendaya, Lindsay Lohan, Arnold Schwarzenegger, Gwyneth Paltrow, Mila Kunis, Demi Moore, Scarlett Johansson, Jim Carrey, etc. No wonder, according to the last-year survey by The Marketing Arm, 50 percent of the respondents believe celebrities in ads work. "Across every demographic, more than half of all viewers prefer ads with celebrities, with an even greater preference among Black, Hispanic, Gen Z and Millennial viewers," as quotes the Atlantic. "The Marketing Arm," it writes, "is one of the celebrity talent bookers for Super Bowl commercials. It said it polled 1,000 people across different regions of the country, ages, genders, ethnicities and generations in August about their preferences for the game."
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Super Bowl LVI Ads
Kantar writes that creativity is key, quoting Alfredo Troncoso, the partner for Brand & Marketing ROI, "Super Bowl ads not only have an immediate impact on a brand's sales and revenue but also have a compelling impact on brand perceptions, fan engagement and help drive brand awareness and equity." Kantar's AI-powered creative evaluation tool found that 'Strong' Super Bowl ads improved ad recall by 40% compared with 'Average' ads; additionally, brand awareness increased by 20%.
Susan Lauinger, Kantar's North America Content Leader, stated that the Super Bowl ads are "the best type of storytelling is that which is in lockstep with culture." This year, the ads reflected American culture, humor, and entertainment. University of Virginia marketing professor Kimberly Whitler said to Associated Press, "Marketers are recognizing Americans have had a very heavy, difficult two-year period and are responding by bringing some good old-fashioned entertainment for Super Bowl Sunday."
Yet, one more aspect was shown in the ads - representation. Kantar writes, "It's still subtle by comparison, but the fact that we are beginning to see these dynamics presented in a more intentional manner during the Super Bowl is good news for brand and consumer relationships. According to Global MONITOR, 65% of consumers say that it's important that the companies they buy from actively promote diversity and inclusion in their own business or society as a whole. For brands to resonate deeply with consumers, they need to speak up on matters that matter and authentically represent themselves, their audience, and the times in which we live."
Decline in Viewership
Okay, if Super Bowl is so popular, why is there a declining tendency in viewership? Last year only 92 mln people tuned in; it's the lowest viewership since 2007. Yet, the Super Bowl is not the only event that faced this issue, Grammy, Oscar, the Olympics have the same, and still, Super Bowl has the best results.
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