So much advertising content -- online and otherwise -- appears before, during, and after the big game. Advertisers continue to seek efficiencies for this still strong, but high-priced TV event. It is still a big push for major TV network brands -- automotive, beers, beverage, telecommunications, movies, an streaming TV-video sites of all types.
Much focus comes from earned media on platforms -- that is, brand messaging on YouTube, Instagram, Facebook, Snapchat, that is paid from the brand itself.
For example, Microsoft’s Xbox pulled in 20.6 million earned media views, according to iSpot.tv, from the period January 1 through February 4. An Amazon tallied 19 million; a Budweiser spot, 18.4 million; a Walmart message, 18.0 million; and a Stella Artois commercial, 13.3 million.
Does all this have an effect on paid advertising activity?
Here’s what we know: According to some measures, the Super Bowl viewing has been flat, or slightly down, in recent years, leaving out streaming for the moment.
To that end, according to Kantar Media, there were fewer paid advertising minutes in the game this year than in the last five years. At the same time, we see average price continued to climb; with pricing between $4.6 million and $5.5 million, according to SQAD.
Sure, we go to Super Bowl parties and still watch the commercials -- even if some of us have seen them before. It’s like watching a rerun of our favorite entertainment shows.
Is the Super Bowl -- the traditional TV part of it -- losing just a bit of value for marketers? Hardly. The game still pulls in massive traditional TV viewership, unheard in this day of media fractionalization.
But what about current Super Bowl ad engagement?
Executives have plenty of research to rummage through after Super Bowl Sunday. Here’s one finding from Qualtrics: In surveying 1,000 respondents, only 20% watched the ads.
It also conveniently added this number: “64% of Super Bowl fans are too drunk to remember the commercials.” Nice. But, in keeping with the spirit of things, how many were drunk -- or hung-over -- while taking the survey?
Next year, look for some Super Bowl creative to include more sobering riffs on research.