An article by Cornell Barnard titled “Advertisers Releasing Super Bowl Ads Early”
discusses a new strategy in advertising, giving a sneak peak of a commercial or
showing the entire thing before Super Bowl Sunday. As we all know, Super Bowl
Sunday is popular because of two things: the greatest football game of the year
and the best advertisements released.
The
build-up of anxiety and excitement over this day is unbelievable. People are
ready to cheer for the sport they enjoy and the teams they love. Advertising
spots for Super Bowl Sunday are the most expensive throughout the year.
Companies are willing to pay millions for thirty seconds, and they are expected
to put on a show for their audiences.
In his
article, Barnard writes: “YouTube says ads that ran online for the Super Bowl
last year (2012) got an average of 9 million views. The companies that waited
until game day got an average of 1.3 million.” The article also mentions that
this year, a 30 second spot during this Sunday's Super Bowl will cost advertisers $4million.
This new
advertising strategy is a significant threat for the network that broadcasts
the Super Bowl. If companies know that they will get millions of
views by releasing the advertisement a few days before the Super Bowl, will
they keep on paying these high costs to air their commercials during the game? This new trend could cause a significant shift in terms of advertising costs
and strategies for companies like Go Daddy, who released their commercial ahead
of time.
So in terms
of advertising costs, what does this mean for those companies that are paying
$4 million dollars for viewer impressions? Are they paying more than they
should? Should they just release the commercial ahead of time and not pay for
Super Bowl Sunday if they are going to get 9 million views regardless of
whether it plays on game day or not? Do you think this new strategy is effective?
Oh man! I love that Doritos baby!
ReplyDeleteI think that the use of a teaser is a great way to generate interest in an ad before it launches. Super Bowl ads only really get the views because they are going to be during the Super Bowl, which is considered to be the epitome of the year's advertising. Just saying that the ad will be in the Super Bowl says that the ad is prestigious, simply because of the time and effort that went into it.