Stuart Elliott wrote an article, "Multiplying the Payoffs from a Super Bowl Spot", that can be read at Payoffs. Super Bowl is the most expensive advertising outlet for companies wishing to air a commercial for their product or service, the average cost being 2.6 million dollars for a 30 second ad. It is also the most watched television show of the year. Because of this, advertisers are now using other media forms to display and spread their commercial air time. The point is that companies want all the publicity they can get to make the most of their media investment. They have now figured out the means to do that, in essence, extending their commercial buys. Anheuser-Busch, the beer brand that gets the most commercial time, is using e-mail messages to invite customers to vote for the favorite Super Bowl spots by sending text messages or telling people to visit their web site. The commercials are then posted the next day on bud.tv.com. The target audience for the beer marketers are 21-27 year-olds, who are proudly watching the Super Bowl, beer in hand. The target audience for the Super Bowl program is everyone, since the advertising is as big as the content itself (music and the football game). The goal, says Steven R. Schreibman, vice president for advertising and brand management at Nationwide Financial, is to reach half the population that doesn't care to tune in because they aren't interested in football. Garmin GPS navigation devices will post video clips for its commercial on its company blog. With all the hype in Super Bowl, advertisers get carried away and go to every length to further their message.
Since Super Bowl is approaching, and we see new commercials that blow us away every year, it is not surprising to say that technology is going even further to make us participate. By marketers spending their money, they appeal to society and get us to go out there and look into their product. Advertisers and marketers have gotten a lot smarter, figuring out new ways to extend their air time by plugging into other outlets for viewers everywhere. It's about participation and raising the stakes. People watch Superbowl because they don't know what to expect each year and companies pay top dollar because they know how many millions of people are watching. No matter how short the commercial that is aired, it will be the only time advertisers will ever get that many viewers. If they have the big dollars then they are willing to spend it to only raise the dollars. It's a money making dog-eat-dog worl, and Superbowl has all the action. I am impressed yet again, and will tune in to see what Superbowl 2007 has in store and if the media news is right about the new "tune in" tactics that are an attempt at multiplying payoffs. I can't imagine any harm or negatives to this new marketing extension, but maybe there are risks that I haven't thought of.
-Amy
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3 comments:
I just can't get over how much these companies would spend on an ad for the Super Bowl. I wonder of people really go out and buy whatever they see a commercial for. Like if an ad for Doritos pops on the screen do people actually subconsciously crave the crunchy, cheesy, taste that is Doritos? Ha! I guess I consider myself not to be one of those compulsive buyer types. Although one day I did see a commercial for McDonalds and not even a minute later I found myself craving a Big Mac. I was hungry anyway though.
Every year everyone huddles around the TV waiting for those commercials to come on. On the other hand I don't think that it is right for companies spend on 30 seconds before in the superbowl!
To me the commercials are made for audience viewing pleasure, and money, and lastly competition. A lot of major companies release new ones and show them to everyone.
ha that's what i want to do. I want to write slogans and scripts for commericals, billboards, and/or print. I know when I'm in the field of work someday I am going to strive to get my work on air for the superbowl. I have to say I watch the superbowl to drink beer and watch the commercials..sometimes the half time show is pretty good, but yea....I agree that companies will spend crazy amounts of money to get on air...and it's good because I think they save their best (funniest) commercials for the superbowl. <3 JEnnifer
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