Super Ads for the Super Bowl
The countdown is almost over. Super Bowl Sunday is a big day for football fans, but marketers are even more excited. Some experts estimate 160 million people will watch at least fragments of Super Bowl XLV, and according to Lightspeed Research, 44 percent of those viewers watch the game for the ads, which entertain them more than the actual game.
Fox has sold 90 percent of its available ad slots during the telecast, which cost $2.8 million to $3 million per 30-second spot. This year's list of Super Bowl advertisers includes Anheuser-Busch, HomeAway Inc., Audi, Hyundai Motor, Best Buy, Kia, BMW, Mars, Bridgestone, Mercedes-Benz, CareerBuilder.com, Doritos, Cars.com, Pepsi Max, Chrysler, Pizza Hut, Coca-Cola, Skechers, E-Trade, Teleflora, General Motors, Volkswagen and GoDaddy.com.
What can viewers expect?
The peak advertising event of the year is joining the digital age by going beyond the 30-second TV spot to include online features, social networks and mobile media. Ad agencies are incorporating Facebook and Twitter, as well as contest sites. This year, Mercedes-Benz will launch "The World's First Twitter-Fueled Race," which will give a car to the two-person team that gains the most Mercedes-Benz tweets and Facebook Likes. Audi's spot will also include a social media contest, while Pepsi Max and Doritos will have their advertisements created by web users as part of the USA Today's Super Bowl Ad Meter contest.
This year is shaping up to be the biggest auto ad showdown in recent memory. Auto products and services will be the most dominant category, occupying about 30 percent of the Super Bowl's ad time. It's proven to be a creative challenge for carmakers to develop ads that avoid familiar themes in order to entertain and incorporate a brand-related message.
Along with auto ads, movie trailers will be highly visible as well. Both categories will account for about half of the national ad time during the game.