There’s a lot you could do with $4.5 million. You could go on a luxurious trip around the world, for example, or buy your own yacht. You could also get tickets for a fair few major sporting events, or advertise at just one of them…
That’s right- the price of a 30 second commercial spot during this year’s Super Bowl weighs in at a hefty $4.5 million. In terms of visibility, it’s arguably worth the high price tag (last year’s game was the most watched TV show in US history, averaging 111.5 million viewers). However, the marketing potential of the Super Bowl now stretches far beyond ad spots available during the game, with brands looking to capture a lot more than 30 seconds of consumers’ attention.
Since the rise of social media, TV viewing has gone from being a one-screen activity to a multi-screen pastime. With consumers using laptops, smartphones and tablets to browse as they watch, television and social media marketers now work hand in hand in order to capitalize on what’s known as ‘second screen behavior’. The way in which Super Bowl advertising has evolved is a prime example of this.
In 2014, Crowdtap polled 1,000 men and women in order to understand the role social media plays in Super Bowl advertising. The result? 41% said they would be on social media during most, if not all, of the game, 61% said they would share ads on social networks and 93% said they would discuss ads with peers. This year will be no different.
Brands have clearly understood that Super Bowl advertising is about far more than generating visibility. On social media, it’s about driving conversations and engaging directly with consumers before, during and after the game. What better time to launch a campaign on social media than immediately after millions of people watch your ad on TV? Any content published at that moment will spark a wave of conversations, with consumers’ own shares, comments and likes acting as ammunition for brand-oriented conversations.
Perhaps the most revealing finding of the Crowdtap poll was this: when asked who they were more likely to follow on Facebook or Twitter after the Super Bowl had finished, 27% of respondents said teams and a whopping 73% said brands. It’s no wonder the Super Bowl is often deemed a game for marketers rather than a football game- with social media acting as the MVP.
Many brands may be able to afford a TV commercial spot during this year’s Super Bowl, but they cannot afford to let the opportunity for crowdsourcing pass them by. This is true all of the time, not just on Super Bowl Sunday. Today’s consumers are active on social media all year round, which is why peer-to-peer marketing is something all brands can and should make the most of.