With the super-sized Super Bowl on Feb 2, it’s no surprise that talk of the commercials during the program generate a popular buzz on social media.
According to an article by Forbes, the Super Bowl attracted more than 108 million viewers in 2013, making it the most-watched event in America. Was it just the game that pulled in audiences? Several studies show otherwise, proving that Super Bowl advertising has become one of the most fundamental parts of the overall marketing campaign.
Rob Siltanen, creator of several Super Bowl commercials, writes that these studies have shown that about 50 percent of Super Bowl viewers tune in just to watch the ads. Normally, television commercials are considered a nuisance to the average viewer. That isn’t the case for Super Bowl ads and the price for a spot does not come cheap.
This year, a 30-second spot will cost marketers $4 million. And if that wasn’t enough, the 60-second spot adds on another $4 million, totaling at $8 million and a tremendous hole in your wallet. Alone, the production costs of a Super Bowl ad can average about $1 million, says Siltanen. Depending on how original the concept, that price can be doubled or even tripled.
The question remains: Is it worth the cost? Some marketers say no because there’s no guarantee that your brand’s sales will increase, coupled with the negative chance that your ad will fail to appeal to viewers the way you intend.
Siltanen holds a different view about Super Bowl ads.
“I have long believed the Super Bowl to be one of the smartest investments a company can possibly make,” Siltanen writes. “In fact, the Super Bowl makes more sense today than ever before.”
Using a combination of PR pushes, social media efforts, theme displays and in-store materials, Siltanen has learned to create Super Bowl ad spots that are engaging and successful. In the past, Super Bowl advertising efforts have helped to jump-start brands like Audi, Chrysler and Skechers.
From a social media point of view, an estimated 61 percent of viewers will share ad content while two-thirds will discuss the ads during the game, according to Crowdtap.
Will you tune into the Seahawks vs. Broncos matchup? Check out this infographic by Crowdtap to see more about Super Bowl social media.