Advertisers enter Super Bowl season
Posted on Jan 28, 2013 by YuMe
Since 2010, the Super Bowl has been the most watched television show and each game since has beaten the previous year’s viewership numbers. Unlike other broadcasted events or shows that cater to segmented audiences, the Super Bowl attracts millions of people across multiple demographics. Hanon McKendry, a marketing communications firm, estimated 71 percent of Americans will tune in on February 3.
Growing number of internet video ad viewers
Last year was the first time the NFL championship was streamed online and on mobile devices. Numbers show both consumers and advertisers benefited vastly from the event’s internet video advertising.
More than half, 56 percent, of people planning to watch the Super Bowl will to tune in as much for the commercials as for the actual game. With less than one week until game day, brand marketers should take advantage of the role advertisements play in the Super Bowl celebration. Clips like Volkswagen’s Darth Vader ad and Clint Eastwood’s Chrysler promotion are viewed and talked about for weeks after they air and hit the web.
According to Hanon McKendry, a growing number viewers will watch the game from their computers, smartphones and tablets, allowing brands to reach even more consumer with video ads online. Roughly 41 percent of the 2,166 people surveyed said computers are somewhat important in order to have the best pre-game, game-day and post-game experience. Twenty-eight percent said the same for smartphones and one-quarter said tablets are somewhat important.
“Ads continue to be an important part of the full Super Bowl entertainment package,” said Bill McKendry, chief creative officer at Hanon McKendry. “And trends show that entertainment carries over to the other three screens - computers, smartphones and tablets - which gives advertisers even more bang for their 3.8 million bucks.”
Adults 18 to 34 were more likely than their older peers to rank non-television screens as important during Super Bowl season.
Brands get a head start with video advertising online
While viewers once had to wait until game day to watch funny, inspiring and odd ads, marketers are benefiting from pre-launches online. Brands like Coca-Cola, Audi and GoDaddy have already placed their Super Bowl ads online, according to Advertising Age. Meanwhile, Research in Motion announced last week it will introduce the new BlackBerry 10 operating system in a commercial that will appear online for viewers streaming the game.
Super Bowl ad spots on TV cost companies billions of dollars. For those looking to invest wisely without spending a fortune should consider the growing consumer reach that comes with video ads online.