Super Bowl XLIX is coming up on Sunday, February 1st. While the teams are yet to be determined, NBC announced today that the network has already sold 95% of its ad inventory. With a hefty price tag of up to $4.5 million for a 30-second spot, what does screening a commercial during the big game really mean for brands? Exposure and sharing – over and over again.
Though it sounds obvious, the Super Bowl is the greatest ad platform of any televised program. Last year, an estimated 112 million viewers tuned in to watch Fox’s broadcast of Super Bowl XLVIII, posting the highest historical ratings of any live television event. And with this year’s star-studded musical line-up of Idina Menzel, Katy Perry, and Lenny Kravitz, advertisers can anticipate another massive wave of viewer impressions, brand awareness, and conversation generation.
As ad campaigns grow more social, advertisers’ pricey 30-second commercial is just one component of their overall Super Bowl project. The brands who pay the big bucks for air-time are pushing their message across Facebook, Twitter, Instagram, and Youtube, building momentum prior to the commercial’s airing and sustaining that momentum through follow-up impressions and viewership. For example, Budweiser’s “Puppy Love” commercial from 2014 has received 55 million views since its Super Bowl debut, adding to users’ 6.3 million hours spent watching Super Bowl ads on Youtube.
So as we look forward to picking teams for February 1st, we’ll certainly be anticipating the biggest budget ads anyone will see all year – and all the shares, retweets, likes, and hashtags to follow.