The Million-Dollar Game: Super Bowl Ads Remain a Lucrative Opportunity for Advertisers
For many advertisers, a 30-second spot during the Super Bowl is considered a golden opportunity. The price of admission? An astounding $7 million, but many believe it is worth every penny. The Super Bowl provides a platform to reach a massive audience, with viewers attentively engaging with the ads just as much as the game itself. In fact, recent Nielsen data suggests that viewers, both men and women, have shown equal interest in both the game and the ads.
But the initial cost is just the beginning. Many brands are willing to spend even more for longer airtime. According to a media executive, it is rare to see a brand purchasing only a 30-second spot. Instead, they often opt for a 60-second spot for a whopping $15 million or a 90-second spot for a staggering $22 million.
Brands Willing to Break the Bank
Some deep-pocketed brands are no strangers to these exorbitant costs. Todd Allen, Bud Light’s marketing senior vice president, emphasized that they always return to the game without hesitation. Bud Light’s parent company, Anheuser-Busch InBev, consistently invests around $7.5 billion annually in global marketing. TurboTax, optimizing its peak season during tax time, finds a Super Bowl investment to be “almost automatic.” The game’s massive reach during their peak season aligns perfectly with their marketing objectives. TurboTax is set to run a 45-second ad during the Super Bowl, accompanied by 30-second spots before and after the game.
On the other hand, Super Bowl newcomers, such as the candy brand Nerds, see this investment as a potential major business accelerant. Nerds, which has witnessed phenomenal sales growth over the past four years, is placing a bold bet.
The Crucial Role of Creative
Creative execution is perhaps the most critical factor determining a Super Bowl ad’s success. Investing in hiring A-list celebrity talent, renowned directors, and securing music licenses contribute to the ad’s overall expenses. Melissa Tifrere, head of integrated production at Havas New York, reveals that producing Super Bowl ad creative is typically 50-60% pricier compared to regular ads.
However, a colossal budget doesn’t guarantee ad success. Joe Staples, the chief creative officer and partner at the ad agency Mother, warns against relying solely on common tropes to capture audience attention. Using horses, dogs, and kids in an ad may generate favorable results, but it doesn’t guarantee brand differentiation or long-term memorability.
Lindt, the European confectioner, is stepping into the Super Bowl ad space for the first time this year. As it has achieved 30% market penetration in the US, the company aims to solidify this growth through a well-crafted and memorable ad. Ana Dominguez, CEO of Lindt USA, states that they needed creative execution that not only breaks through the Super Bowl environment but also powerfully communicates the essence of the Lindt brand.
Maximizing the potential of a Super Bowl ad extends beyond its initial airing. Rakuten, an online marketplace, has evolved its Super Bowl strategy over the years. After partnering with New York Fashion Week following its 2023 Super Bowl spot, Rakuten shifted its focus from driving broad awareness to targeting millennial women.
Vicki McRae, Rakuten’s senior vice president of marketing and creative, acknowledges the importance of expanding the story beyond the ad itself. She emphasizes the need for additional narratives to engage the audience and ultimately enhance the overall impact of the Super Bowl campaign.
A Game-Changer for Businesses
The risks involved notwithstanding, advertisers participating in the Super Bowl have the opportunity to propel their businesses to new heights. According to TV-measurement firm EDO, consumers were 60% more likely to engage with Super Bowl advertisers compared to NFL regular-season advertisers. Furthermore, they were 179% more likely to engage with Super Bowl ads compared to prime-time ads.
By reaping the rewards of a successfully executed Super Bowl ad campaign, businesses can experience unprecedented growth and increased brand awareness. Sofia Colucci, chief marketing officer of Molson Coors, acknowledges the impact of the Super Bowl, citing Coors Light’s rapid growth in market share after their return to the game after 33 years.
