enero 10, 2012, Mielina Digital
NBC announced by Jan 3d that their entire ad time inventory for the Superbowl has been completely sold out, in the manner of packages with an average price of 3.5 million dollars (although is rumored that a package was worth 4 million), and an amount of hopeful announcers still regret not being able to get at least one.
The importance of such an event as the Super Bowl comes from the exposure of the event; in 2010, SuperBowl XLIV reached an audience of 106.5 million, becoming the most watched TV broadcast since the “M*A*S*H” series finale in 1983, and Super Bowl 2011 edition reached 111 million. This year, the event will be transmitted both on TV and Online, with the online version with slightly less ads.
Considering such prices and such audiences, the announcers won’t throw any ad in there, they will create THE AD that will outshine the others and, at the same time, will engage the audience; if we should look for an American ad festival, that honor would belong to the Super Bowl. The ads are part of the show and people will talk about them for days.
Brands are aware of this, last year, 8 of the top ten campaigns were launched on the SuperBowl and the best ads still are mentioned and celebrated; this year, the announcers have been creating social media buzz regarding their ads, for instance, Chevrolet has made a contest called Chevrolet Route 66, to choose the best ad among 192 filmmakers in 32 countries, from which 35 have been chosen and posted in the web page so fans can view and vote. The winner will be aired during Super Bowl and the voters enter a poll to win $10,000. Doritos’ “Crash the Super Bowl†contest, is a standing tradition for this event.
A study made by Screenvision shows that running a Super Bowl ad on the silver screen after the event can boost ROI, Brand Awareness and Word of mouth.
It’s not a surprise that everyone wants to be there.
