Yesterday took place the famous NFL Super Bowl in the beautiful city of San Francisco and it not only gave the victory to the Broncos and Peyton Manning, but it also made CBS a winner with the price of its commercials.
The Super Bowl is not just the ultimate American sporting event, it is also de ultimate advertising spot for brands, and I know you just want to watch all the commercials and read nothing, but I’m sorry, I’m not that kind of blogger that just uploads videos and pictures, I always want to give a little more, so besides my selection of the best SB50th commercials, here is a little extra info about why this prime time is such a big deal.
As you know, this year was the 50th anniversary of the Super Bowl, so in honor to that number CBS decided to raise the price of a 30-second ad to $5 million!! 11% higher than the base price of $4.5 million that NBC charged advertisers during the previous Super Bowl. And maybe you are wondering why? Well, the reason is very simple: high demand, but low supply, let me explain you with apples. There is a large number of brands willing to appear in Super Bowl, but unfortunately (or should I say fortunately?) there is no space for everyone due limited number of spots available, so TV networks take advantage of that situation and charge whatever they like knowing that the brands are going to pay it anyway. Sad, but true.
The question here is: Does it really worth it? A study created by Genesis Media found that 90% of viewers were not likely to buy something in a Super Bowl ad… Wait… What? So if the brand sales are not going to increase what is the benefit? Brand Exposure!
The Super Bowl is one of the few times advertisers can get a massive audience in an age where online movies and series are dominating. Last year’s game drew a record of 114.4 million viewers, that’s exposure to at least one-third of the American population, but it is not all about the quantity, it is also about the quality of its audience. The Super Bowl crowd is far more mixed, composed of truly football fans, designers and marketers that are just there for the commercials, music enthusiasts that can’t wait to see the half time show, and of course those people that can escape from all the NFL buzz; so with that brands can connect with people that in a normal basis they could not.
Furthermore, that exposure doesn’t end or starts with the event itself, some companies upload the ads or short sneak peaks in advance of The Big Game to generate expectation and maximize the exposure. And of course there is always additional brand buzz that TV shows, blogs like mine, and social media generate in the next days, especially for those ads that were funny or controversial, that’s why most of the ads are focused on being purely entertainment instead of being a vehicle to sell products.
So are the brands paying millions of dollars for just brand awareness? Maybe not. Another reason whereby companies invest in Super Bowl is that the announcement of buying airtime on the Super Bowl can raise their stock price, at least in the short-term. A recent research at the University of Colorado found that the stock price of these companies rose shortly after the announce of the ad buy, and not after they were released. So besides the popularity and brand exposure, the brands also increase their profits with the raise of their stocks. So there you go, if you were not that lazy to read me now you know why Super Bowl ads are so expensive and how this event help the brand to grow.
But well… at least this is my f opinion
Now, here is my selection of the best Super Bowl commercials: (If they have a ★ it means they are My Favorite!)
★AXE: Find Your Magic
Hyundai Genesis: First Date
Agency: INNOCEAN Worldwide, USA
Marmot: Love The Outside
Agency: Goodby, Silverstein & Partners, USA
Taco Bell: Bigger Than
Agency: Deutsch Los Angeles
Mtn Dew: PuppyMonkeyBaby
Agency: BBDO, New York, USA
Audi: The Commander
Agency:Venables Bell & Partners, USA
PayPal: There’s a New Money in Town
Agency: CP+B LA, USA
Agency: BBDO, New York, USA
★Toyota: The Longest Chase
Agency: Saatchi & Saatchi, Los Angeles, USA
Coca-Cola: Coke Mini (Hulk VS Ant-Man)
Agency: Wieden & Kennedy
Interesting they only used animation instead of the real actors…
Agency: Innocean, USA
T-Mobile: Restricted Bling
Agency: Publicis, Seattle, USA
Agency: iris New York
Budweiser: Not Backing Down
Agency: Anomaly, New York, US
I told you that they are trying to show that they are “Brewed the Hard Way” with their new image. Btw, check out how they fight against Corona.
Heinz: Wiener Stampede
Agency: DAVID, Miami, USA
LG: Man From the Future
TurboTax: Never a Sellout
Agency: Wieden + Kennedy, USA
Agency: Butler, Shine, Stern & Partners, USA
★Colgate: Save Water
Cut-down version of a pre-existing ad from PERU!!! Amazing, and it is Colgate’s first time at the Big Game.
Pepsi: The Joy Of Dance
Agency: The Marketing Arm
And these other two that were lost at the Super Bowl… Of course these are not part of the best but they spent a lot of money so let’s give them some views.
Agency: BGB Group
Xifaxan: You Know the Symptoms
The thing that bothers me most is the length of the warnings!
And these ones that are not quite Super Bowl ads because they didn’t aired at that time, but for some reason that are categorized like if they were.
★PETA: Last Longer NSFW
★Campbell’s: This One’s for Mom
FOR THE NOT SO COOL SUPER BOWL ADS CHECK OUT THIS LINK