Photo: Business Week
Every year, the Super Bowl gets more and more exciting, not just for the fans but also for the media industry. It is the one event that happens every year, which consistently draws a larger and larger audience. This makes it the preeminent advertising vehicle for brand advertisers. Unlike most network TV programing, award shows and sporting events, the Super Bowl continues to grow, while all others are fragmenting and losing audience. Let’s be honest, what other event could be a more important to America.
Everyone ‘must see’ it, throw parties for it, vote on the best ads in it, have a shared experience around it and maybe worship it – ah the blessed Super Bowl. Last year, the Super Bowl attracted an average of 111 million TV viewers and had a record 162.9 million viewers who watched at least some part of the game.
Give this year’s match up of the New York Giants (Go Giants!) and the New England Patriots, everyone expects the viewership this year to be another record breaker. Interestingly, this year will also be a watershed year for digital. New internet-connected TVs are driving a whole new wave of content consumption (see previous post).
These new consumption methods are at the centre of how commercials are conceived, how commercials are produced and how they get shared among friends and followers. These pervasive social elements create a new and exciting extension to the world’s best marketing vehicle, one where can you reach nearly 165 million people simultaneously AND where 75% of those folks will have their smart phone in hand or laptop beside them ready to post, tweet or chat about the latest and greatest play (or commercial) in real time as it happens.
This new world order makes the shared experience even better. Most importantly, it is now personal and connected, which enables brands to communicate with an audience of thousands around self-selected components of their commercial message or ideally the product itself. This year, I fully expect to hear from a friend or follower, “Did you see how cool the new Audi headlights are?!”
It is also interesting how many advertisers are pre-releasing Super Bowl commercials or releasing prequels as a build up to their official Super Bowl ad. GoDaddy is probably the best at this. Here is a link to their Internet-only ads, that set the stage for what you will see on Sunday night.
To wrap it up, here is a preview of the ads we expect to see at this year’s Super Bowl. It is never too early to get the conversation going. Tweet or post which one you think will be the favourite and be sure to let me know @lawrenceallen2.
And for fun, I’ve compiled my top 10 all-time favourite Super Bowl commercials of all time. Do you agree?
10. E-Trade, Money Out the Wazoo! (2000) http://www.youtube.com/watch?v=V3PTAD40W28
9. Tabasco, Mosquito (1998) http://www.youtube.com/watch?v=VICaWgD-76w
8. Pepsi, Security Camera (1996) http://www.youtube.com/watch?v=TnXArm-NViI
7. Budweiser, Frogs (1995) http://www.youtube.com/watch?v=pVcbasIb8lQ
6. McDonald’s — “The Showdown” (1993) http://www.youtube.com/watch?v=Fgo8pJnKquE&feature=fvst
5. Reebok, Terry Tate: Office Linebacker (2003) http://youtu.be/tbSpAsJSZPc
4. VW – The Force (2011) http://www.youtube.com/watch?v=R55e-uHQna0
3. Budweiser — “Respect” (2002) http://www.youtube.com/watch?v=ddlaE5a-SI4
2. Apple, 1984 (1984) http://www.youtube.com/watch?v=OYecfV3ubP8
1. Coca-Cola, Mean Joe Greene (1980) http://www.youtube.com/watch?v=-oaiV8MQH7s
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