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The Transition of Media in Super Bowl XLIX | WMI

Posted by Julie Wolvek on Feb 3, 2015 12:39:12 PM

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By Nicole Gittleman

What was more shocking about Sunday night’s game: the last minute of Super Bowl XLIX or the lack of comical, sexy and outrageous advertisements? Since roughly 2004, Superbowl advertisements generate as much attention as the actual game. Instead of asking those at your game day party to be quiet while the game is on, many joke that the commercials are the more important time to pay attention and silence the crowd. Companies spend millions of dollars to get their brands seen by the largest television audience in the United States in any given year. Here’s a breakdown of the business behind the big game in 2015:

  • Average 30 second TV ad price: $4.5 million
  • Average rate per viewer: $0.04
  • Ad inventory sell out in 2014: Nearly 2 months prior
  • Ad inventory sell out in 2015: 4 days prior
  • New companies advertising this year: 15
  • Social media buzz connected to Superbowl advertisements: 128.9 million social actions generated (shares, likes, Tweets, etc.)

Feel-Good Ads Continue to Gain the Popular Vote

In almost every “top ten” list ranking the advertisements played during Super Bowl XLIX, the humorous ads may have succeeded most. This year, it seemed many brands attempted a serious, almost dark approach, but, considering public reaction, these emotional TV ads may have failed in their goals. The funniest ads seemed to steal the spotlight and won over the hearts of viewers nationwide.

Although the darker ads may not have been audience favorites, they still grabbed viewers’ attention. The most talked-about advertisement Sunday night was probably Nationwide’s Make Safe Happen campaign featuring a child who died from an accidental injury. It received a lot of negative attention, but will surely be remembered by audiences. Essentially, sad or emotional TV ads may not have won, but they worked.

A majority of commercials focused on spreading awareness of a campaign or a cause. #LikeAGirl from Always, as well as #MakeItHappy from Coca Cola, both succeeded because they not only got their message out, but they caused a serious stir on social media. Brands continue to learn that interacting with their customers and getting them involved in their marketing efforts creates a lasting impression.

It’s important to acknowledge the core mission and values of your company to understand the best way to reach your target consumers – contact Women’s Marketing Inc. today and find out how you can best leverage your integrated marketing strategy!

Sources: Forbes 1 | 2

Filed Under: Industry News