The Super Bowl offers companies one of the best advertising platforms, for this reason, real estate surrounding and during the event is in demand. For a 30-second Super Bowl, ad companies will be forking out over $5 million. Many question why companies are willing to pay such a high amount for such little airtime. The answer being the opportunity to present to millions of captivated American football fans as well as many non-football fans making this a great commercial opportunity.
Many believe advertising around the Super Bowl will result in increasing sales, whereas in fact it has been shown in a variety of studies that these ads don’t boost purchases and many don’t even intent to – instead the biggest correlation found was through raising brand awareness. Now, this isn’t to say Super Bowl ads have no effect on a company’s revenue. Often organisation sees a short-term boost in stock prices with some seeing a bump in their bottom line but the overwhelming outcome and aim of these ads is to build brand awareness and for this reason, it is viewed as a great investment.
Brands try significantly to stand out from their competitors. The main task of a Super Bowl advert is to win the hearts of the global audience. Companies work to produce funny, attractive ads that will help influence brand favorability and build on recognition. Over the years the Super Bowl commercial break has managed to be viewed much like a small film festival would be. Corporations aim to produce the most attractive, creative advert possible in a way which brand awareness is created and this drives corporate sponsorship.
Many are predicting the 2018 adverts to be some of the best ever. With the political climate, many are looking at the corporations to see how they are going to creatively advertise their brands. Let’s not forget, Super Bowl adverts have the ability to define their market position as well careers.