The Baltimore Ravens won the game but Super Bowl XLVII was a victory for CBS on Sunday. With an average overnight household rating of 48.1/71 the game was the highest rated Super Bowl in metered market history. The match-up between the Ravens and the San Francisco 49ers in New Orleans breaks the 47.9/71 record of Super Bowl XLV in 2011….
Ratings glory hangs in the balance for CBS’s broadcast of the Super Bowl. Three years running, the NFL’s championship game has set a viewership record, topped last year by NBC’s broadcast to an average audience of 111.3 million people. But ratings are a mere point of pride for CBS heading into kickoff. The ads have already been sold (some at…
In the world of advertising, there truly is nothing quite like the Super Bowl. This morning, The Wall Street Journal reported that ad slots for Super Bowl XLVI had officially sold out at an asking price of $3.5 million per 30-second spot. That was up from about $3 million last year. As the paper showed in the chart to the…
Read more at: MarketWatch Sunday evening’s telecast of Super Bowl XLV on Fox was the most watched program in television history, according to preliminary results from the Nielsen Co., breaking the record set by last year’s game. The thrilling 31-25 victory for the Green Bay Packers over the Pittsburgh Steelers was seen by an average audience of 111 million viewers,…
Read More at: Variety In a season in which the NFL has set new ratings records, the Super Bowl could break the biggest record of all. With the Pittsburgh Steelers and Green Bay Packers clinching their berths Sunday, there’s feverish anticipation that the game could topple the record set by the 106.5 million who turned out for last year’s championship…
March 03, 2010 3:25 PM Pantsless hullabaloo in Super Bowl leads to Dockers getting three spots in NCAA tourney. By Brian Steinberg, AdAge.com Talk about getting caught with your pants down. After running back-to-back ads in the Super Bowl utilizing the same creative theme — people walking about without any trousers — CBS has agreed to give one of the…
The upcoming Super Bowl holds the potential to be a “marketing bonanza,” according to recent research on trends and effectiveness of paid Super Bowl advertising from The Nielsen Company.
Perhaps most significantly, a slight majority of respondents, 51%, said they like the commercials more than the Super Bowl itself. Forty-nine percent of respondents would rather watch the football action.
The Early Bird Catches the Advertising Worm
Super Bowl advertisers looking to maximize audience response to their ads are advised to show them early in the game, preferably the first quarter. In terms of general recall, 69% of viewers remember ads aired during the first quarter. This percentage drops to 67% in the second quarter, 65% in the third quarter, and 58% in the fourth quarter.
Brand linkage shows a similar deterioration as the game progresses. Eighty-six percent link ads they see in the first quarter with the corresponding brands. This percentage drops to 79% in the second quarter, 77% in the third quarter, and 75% in the fourth quarter.
He spit up in front of 97.4 million people and “underestimated the creepiness” of a clown he hired, but the 9-month-old in E-Trade’s (ETFC) two Super Bowl ads is a star. Both ads aired late in the game, but ranked 13th and 14th out of 53 game ads with consumers rating the ads in real time for USA TODAY’s annual Super Bowl Ad Meter. Since then, they’ve been two of the most-watched game ads online and finished high in measures of online buzz.
How they made the ads: The crew at agency Grey New York filmed the baby (his name is not being disclosed) sitting in a highchair before a green screen making expressions, mostly in response to his mother. She sat in an adjacent room for the filming and was seen by the baby on a monitor. Added later digitally: the mouth movements of a 5-year-old actor, the voice of a 30-year-old and the keyboard, room items and clown.
The highest rated commercial in Sunday’s down-to-the-wire Super Bowl battle was an ad for Victoria’s Secret, according to Nielsen analysis released today.
The spot was seen by 103.7 million people at 9:44 p.m., near the dramatic conclusion to the game, which aired on Fox. (Viewing numbers provided are based on live plus same day DVR playback viewing.) The average audience throughout the game was a record-setting 97.5 million people in the U.S.
While football fans everywhere are gathering essential game-day provisions, advertisers are preparing for the biggest media event of the year. With the writers’ strike digging into network ratings, this year’s Super Bowl is more important than ever, as it virtually guarantees advertisers a gargantuan audience – the prospect of which has once again compelled the big spenders to pony up an average of $2.7 million for 30 seconds of air time.
More than any previous year, Super Bowl XLII presents a huge opportunity for advertisers to get the most out of their TV campaigns by treating them as part of a bigger, integrated, cross-channel initiative.
Of the 90 million people who watched last year’s Super Bowl, nearly 18 million – almost 20% – went online to get more information about the ads. Considering that 80% of online sessions start at a search engine, it is crucially important to integrate TV ads into a broader search engine marketing campaign. We’ve monitored the best and worst advertiser performances over the past few years, and have ripped some pages out of our playbook for 2008’s big spenders:
Indianapolis? Chicago? Who cares? For many, the battle between Anheuser-Busch, FedEx and CareerBuilder for funniest commercial is what matters on Super Bowl Sunday.
The hype around Super Bowl spots has reached a fever pitch this year.
CBS (Charts), which will be broadcasting Super Bowl XLI from Miami on Sunday, is said to be charging as much as a record $2.6 million for a 30-second commercial, up slightly from the $2.5 million Walt Disney (Charts)-owned ABC got for an ad last year.
“The Super Bowl ads are better than the game.”
No doubt you’ve heard at least one friend or relative make that statement, usually after a few drinks, a large gambling loss or a horrible set of Super Bowl events that mock the sports gods — such as Washington quarterback Mark Rypien being named MVP.
But have we really reached the point where commercials have become more entertaining than the sporting event that surrounds them?
When the Chicago Bears and the Indianapolis Colts run onto the field at Miami’s Dolphin Stadium for Super Bowl XLI, each will have a strategy to win the big game. And along with those NFL teams, a number of corporations are betting up to $2.6 million per 30-second advertisement that their strategy also will be a winning one, according to a University of Delaware professor with expertise in Super Bowl advertising.
“We know that one team will win and one will lose, but there will also be winners and losers in the high stakes competition among the companies that bought TV’s most expensive ad time,” John Antil, associate professor of business administration, said. “We know the teams involved, but we still do not know all the companies who will be gambling they have the best strategy.”
America hasn’t even seen his company’s commercial running on the Super Bowl yet, and Steven Schreibman is already happy with the returns from Nationwide Mutual Insurance’s purchase of the most expensive TV advertising time in history.
His ad stars Kevin Federline, Britney Spears’s estranged husband, fantasizing about doing a music video while cooking up fries at a fast-food restaurant. The spot has generated publicity and buzz beyond a marketer’s wildest dreams, said Schreibman, Nationwide’s vice president of advertising and brand management.
As of Thursday afternoon, the ad had generated hundreds of stories in the media, leading to 137 million Web viewings — or the number of times people see a brand, he said. “Right now, we are at about $5 million in ad value and there is more than a week to go before the game.”
Emerald Nuts, spent $2.5 million on a 30-second ad for the 2006 Super Bowl after seeing a 56 percent sales jump resulting from a 2005 Super Bowl ad. Company spokeswoman Vicki Zeigler said Diamond hadn’t yet decided if it was going to run an ad during the upcoming game.