Television Still Shows Optimum Relevance in Super Bowl Advertising

Almost Three-Quarters Of Nielsen Respondents Will Watch Super Bowl XLVIII On TV
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NASHVILLE, Tenn. - Jan. 28, 2014 - PRLog -- The average cost of a 30-second Super Bowl spot has exceeded $3Million in the past several years and is expected to hit $4Million this year. With Super Bowl XLVIII looming, new research concerning ads for the big game has been pouring in: a recent survey suggests that the ads are as big a draw as the game itself, while other pieces of research have emerged looking at advertising effectiveness, online sharing, and brand rankings.


The Super Bowl audience has numbered more than 50 million TV homes over each of the past 4 big games, Nielsen data indicates that 181 million Americans will watch the game this year and 78% of respondents would prefer to watch the Super Bowl with commercials.

Also encouraging for advertisers, though: as Super Bowl audiences grow, so has the percentage of affluent viewers. Nielsen reports that from 2003 through 2013, viewership grew from 43.4 million to 53 million TV homes, while the percentage of households viewing the game making more than $100,000 per year concurrently grew from 14% to 26.8%. In other words, more than 1 in 4 households that watched the Super Bowl last year had incomes of more than $100,000.

But is the advertising worth the cost? A study from Communicus ( suggests that only 1 in 5 Super Bowl ads sell products, with the ads more likely to generate awareness than to persuade viewers to actually buy products. For its part, VB&P’s survey indicates that one-quarter of respondents would be more interested in buying a product after seeing it advertised during the Super Bowl, while 15% of respondents claimed they would buy something while watching the game. (That figure was almost twice as high among youth, and also far higher among men.) And according to the NRF survey, almost 8 in 10 respondents view the commercials as entertainment, with far fewer indicating that they make them aware of advertiser brands (16.9%), influence them to buy products from the advertisers (8.6%) or influence them to search online for more information (8%).

So which advertisers are on track to win this year, and which brands have seen some measure of success in the past?

Volkswagen may not score engagement points, but it can at least boast to having its Super Bowl ads shared online more than any other brand. With the VB&P survey indicating that 7 in 10 Americans will pay attention to ads before the game, 52% will re-watch ads online after the game, and that 36% will share their favorite ad, there’s a significant opportunity for additional exposure before and after the big game. Unruly has taken a look at the statistics regarding Super Bowl ad shares and has come to the following conclusions:

As of January 21, 2014, Volkswagen is the most-shared Super Bowl brand, with its ads attracting more than 7 million shares across Facebook, Twitter and the blogosphere;
That result is primarily due to VW’s “The Force” being the most-shared ad ever, with 5.24 million shares;
Budweiser (6.95 million) is the next-most shared brand of all time, with no other brand cracking 3 million;
Budweiser picks up the 2nd- and 3rd-most most-shared ads of all time, with its “9/11″ (3.34 million) and “Brotherhood” (2.73 million) spots;
The 10 most shared ads from Super Bowl 2013 generated more than 10 million shares, up 89% from the prior year (5.4 million);
The greatest amount of shares last year occurred the day after the Super Bowl (3.3 million), more than double the following day (1.6 million) and 9 times bigger than the number of shares on Super Bowl Sunday;
60% of the most-shared Super Bowl ads ever were launched before the Super Bowl;
7 of the top 20 ads last year were supported by teasers; and
While it took 57 views to generate one share in 2012, in 2013 it took just 36 views.

A round-up of some other interesting statistics concerning Super Bowl ads follows.

71% of Americans will watch Super Bowl commercials this year, up from 68% last year, per a new Nielsen survey.
Funny ads are consumers’ favorite kind, according to the Nielsen survey; 95% of respondents to the VB&P survey agreed that humor makes a Super Bowl ad more memorable.

Data indicates that the past 4 Super Bowls have had the highest amount of commercial time ever, with last year’s 51 minutes and 40 minutes of ads, commercial messages from the NFL and promotional announcements from the network the first to break the 50-minute mark. That was largely due to CBS re-airing a commercial pod that it originally aired just after the game, though. The previous high was 48 minutes and 10 seconds in 2011.

15% of the ads aired during last year’s Super Bowl were 60 seconds or longer, compared to an average of 6% on a typical broadcast network.
Anheuser-Busch is the biggest spending advertiser over the past 5 years, roughly 50% ahead of the next-biggest spender....

Here's Our Pick For The Best Super Bowl Commercial Ever []

First-time advertisers comprised 18% of advertisers in last year’s Super Bowl. That figure ranged from a low of 14% to a high of 27% during the 2009-2013 period.

While dot-com companies were more heavily represented than auto manufacturers during the 2009 and 2010 games, auto manufacturers have taken over in the past 2 years.

The venue sponsor MetLife is projected to earn about $10.4 million in Sponsorship Media Value from this year’s Super Bowl, according to Kantar, which translates to 6 minutes and 35 seconds of exposure during the game. For its part, Pepsi, the halftime sponsor, is expected to receive 4 minutes and 31 seconds of exposure, equating to roughly $7.2 million in Sponsorship Media Value.

Almost three-quarters of Nielsen survey respondents will watch the game only on a TV, however 15% will also use a smartphone, 14% a PC and 11% a tablet.

information is taken from kantar media and other media sources.. and is edited/ distributed by
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Tags:Television, Advertising, Super Bowl, Marketing
Industry:Advertising, Sports
Location:Nashville - Tennessee - United States
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Page Updated Last on: Jan 28, 2014
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