The American phenomenon was originally established in 1967, however it wasn’t until a couple of years ago that the Superbowl’s global power for brands become so prevalent – thanks mainly to the rise of Social Media and ease of sharing.
As the most expensive advertising slot on television, this year brands paid an average of $4.5m for a 30 second slot – so what exactly is the magic of the Superbowl?
As the second most watched TV event in the world (losing out closely to the Champions League Football Final), the Superbowl offers brands an unprecedented opportunity to communicate with millions globally. This year over 112 million people watched the event, with an estimated 4 million tuning in from the UK. Of course even these numbers are vastly under-representative of the viewing figures for the ads, which frequently go viral year after year. Although the traditional audience for this type of sporting event would be young males, the entertainment factor of the Superbowl with performances from international stars such as multi-platinum selling artist Katy Perry, extends the reach much further. This type of mass and diverse audience allows for a range of brands to get in on the Superbowl action and leverage the unparalleled visibility.
So without further ado, here at DECIDE we’ve picked our top 3 ads from 2015:
1) Budweiser puppy
Back by popular demand, Budweiser’s latest Superbowl ad sees the re-incarnation of the much loved cute puppy + horses combination. Budweiser’s Superbowl ads frequently go viral and we don’t expect this year to be any different, particularly since it’s so similar to last year’s!
2) Dove Men + Care #realstrength
Ads that focus on dads have become increasingly popular in the last couple of years – and Dove Men + Care is no exception. The one minute spot is incredibly emotive and moving (and only ruined slightly by the jarring American voiceover at the end)!
3) Newcastle Brown Ale
One approach we loved this year came from Newcastle Brown Ale, who turned the advertising phenomenon round on itself by including 37 other brands into its 30 second spot with the mantra ‘Instead of blowing Newcastle’s marketing budget, let’s team up to blow all of our marketing budgets together. That’s called teamwork’. The no-nonsense approach from the Northern brand is sure to be a hit with the British audience in particular, with its tongue-in-cheek approach to advertising – and features a variety of other brands including Match.com and Mr. Cheese O’s.
It’s not just the multi-million dollar ads that can grab the public’s attention. After the infamous 2013 Superbowl blackout that allowed Oreo to create its iconic ‘Dunk in the dark’ social media post, brands have been lining up to take advantage of other forms of media. This year Cheerios took part in the action by tweeting a very brand-appropriate image to celebrate the winning pass for the Patriots – illustrating the power of real-time responsive and disruptive marketing.
Everyone’s mouth right now: pic.twitter.com/cZjfD42kgK
— Cheerios (@cheerios) February 2, 2015
We do wonder if the UK will ever develop its own equivalent that offers the same brand exposure, however unlike other sporting events, the Superbowl puts a lot of emphasis on the entertainment element – ensuring a much broader potential global audience. Ultimately the power of Superbowl advertising doesn’t look set to lose any momentum in the coming years, in fact it just seems to go from strength to strength, with research suggesting up to 50% of viewers are now tuning in just to watch the adverts alone.