Advertising on the Super Bowl

Résumé du document

The Super Bowl is one of the main event in the United States. The National Football League (NFL) final gathers millions of Americans on television. In view of the potential of this event, it is a good opportunity for firms to advertise to reach a large group of audience. Indeed, the Super Bowl is a great opportunity to get in touch with the public (customers). Since 2000, companies have spent an average of $2 million for a 30 second spot during the game. The aim of this report is to understand the benefits for companies which advertise on the Super Bowl day and to analyze the impact of the advertisement on that particular day.

Extraits

[...] What are the stakes of the Super Bowl? 1. For the TV channels 2. The stakes for the advertisers Is advertising on the Super Bowl day is efficient? Famous advertisers 1. Apple: "1984" 2. The 1979 Mean Joe Green Coke commercial 3. Fed Ex, Burt Reynolds (dancing with bears) Conclusion Introduction The Super Bowl is today one of the main event in the United States. The National Football League (NFL) final gather millions of Americans behind their television. In view of the potential of this event, this show is a good opportunity for firms to do advertisement in order to touch this wide public. [...]

[...] That is why advertisers have to give their best to prepare the campaign which will be broadcasted during the Super Bowl. Even if the financial results are doubtful on a short run, it is profitable for companies on long term. Indeed, after the Super Bowl the brand awareness is quickly increasing but the level of sales needs more time to rise. Still we can wonder if television will manage to keep the prices this high in the following years because of the emergence of the Internet. [...]

[...] Then the advertisement is concluded by this sentence: "On January 24th, Apple Computer will introduce Macintosh. And you'll see why 1984 won't be like”[ix]. On 2004, Apple celebrated the anniversary of by doing a new version of this ad. This time, the woman was having an I pod The 1979 Mean Joe Green Coke commercial Even if this ad has already been broadcast before the Super Bowl, the Joe Greene advertisement was voted as one of the ten best commercials ever by the TV guide magazine[x]. [...]

[...] They just present a friendly version of the product. So advertisers have more liberties to make the commercials. Good commercials are remembered Efficient commercials permit a brand to increase its notoriety but it also profitable on a long run. Creativity is the best way for brands to stay in the consumers' minds. Moreover, the development of the Internet is helpful today because people could watch the commercials again on websites such as YouTube. But humor could also be a bad thing for advertisers (see disadvantages). [...]

[...] Pepsi is one of the most important investors of the Super Bowl. Indeed, Pepsi has invested a lot of money for this event and is part of the “historical advertisers” (see next part). As we have seen, the aim of companies which invest on the Super Bowl is to increase their brand awareness. In order to show the effect of the Super Bowl on the viewers' minds, let's see an experience done by David Brandt, managing director of marketing at OTX a consumer research firm in Los Angeles. [...]