As a marketer what would you set the value at on 100 million + people seeing your ad? This year the price has been set by CBS at $5 million for 30 seconds during this year’s Super Bowl. In a digital world $5 million could go a long way with search, social, and other digital spend. What if you could get 100 million people viewing your ad, an increase in your stock price, and up to 60 days boost on social media?
Super Bowl 49 had 114 million + viewers and produced nearly 100 million social mentions. Last year I created an algorithm that analyzed the social buzz produced by all of the ads and created a top 10 best ads based upon total mentions, buzz growth over an average day, international reach, positive sentiment, and spend efficiency (buzz per dollar spent). The results were posted for USA Today’s Super Bowl Ad Meter .
My analysis for Adobe Digital Index of the Super Bowl this year shows that the top rated ads from last year were able to achieve an average of 25 days increased buzz over their previous average day. Proctor and Gamble’s Like A Girl campaign that won my top ten last year was able to get 60 days of sustained buzz. The advertisers during the Super Bowl were also able to get 5x more buzz during the game then there non advertising competitors
Along with social buzz, the top advertisers combined with Under Armour, who sponsored Super Bowl winner Tom Brady, had stock prices that on average outperformed the S&P by 2% at close of business on Monday after the ads aired and continued to outperform the S&P for 7 days following the game and some even a month following the game.
The Super Bowl also provides a unique access to all age demographics. According to the survey done by Adobe Digital Index, the NFL is the #1 sport by Millinneals, Gen Xers, and Baby Boomers. Also, 87% of those surveyed plan on watching the game, 2.5x more than the Rio Olympics. Advertisers can also expect good engagement with their brand sites after the ads air with Millinneals doing so immediately, Gen Xers after the game, and baby boomers within a week Gen xers who arguabley have the most current buying power are the most influenced by Super Bowl ads with 36% announcing that they will affect their purchase decisions.
$5 million is a lot to spend especially in a digital world, but there is no other event that can showcase your brand to 100 million + people globally, increase your social brand reach for up to 60 days, and potentially help your stock price. I definitely think the price is reaching a tipping point especially in a world of smart TVs and mobile where more niche targeted advertising could be more effective. However, I do enjoy watching a good commercial, and as a father of two I still can’t get over my love for the VW Darth Vader commercial in 2011. As a marketer I hope that the brands continue to fork out the dough, so I can enjoy all of the game rather than just the part where Peyton Manning leads the Broncos to victory.