Why Super Bowl Ads Still Matter to CMOs and Marketing Teams
Even pessimistic marketing thought leaders believe more than 100 million viewers caught the Super Bowl ads. For marketers like SunTrust Banks and Mercedes-Benz, it’s been the best place to announce initiatives that can then live on other marketing channels. It’s a brand awareness powerhouse, despite media fragmentation.
Yesterday was no different. Already the No. 1 search in Google Trends on Saturday night — despite searchers only looking up the game’s starting time — the event was top-of-mind for the plurality of Americans on Sunday.
That's despite many of them having already viewed the Super Bowl ads on social media. Still, YouTube, Facebook and Instagram haven’t managed to unseat the event's seat at the marketing table, reports CNN Business on Feb. 1.
The article quotes Tim Calkins, a marketing professor at Northwestern University's Kellogg School of Management:
"If it's 100 million people, it is still dramatically bigger than anything else that's out there," he added. "It all goes back to: What's the alternative?"
Social media analytics firm Talkwalker told Target Marketing on Friday:
"The big winners with the strongest increases on social media since the ad reveal (30 days period) are clearly Pepsi (Cardi B effect), Doritos (Chance the Rapper effect) and in a certain perspective Budweiser (emotional green energy “Wind never felt better” campaign, 14,027,123 views on YouTube so far)."
As of Saturday night, YouTube clocked 16 million views for this Super Bowl ad:
Buzz hit before the ad even aired from The Washington Post, owned by Amazon's Jeff Bezos — who's been the subject of President Donald Trump's tweets.
One of the ads that will likely have a YouTube life far longer than the Super Bowl is this one from financial services company Expensify with 8 million views already on Saturday night. Fair warning, it's NSFW:
On top of the commercials this year, brands are seeing the results of previous marketing efforts play out at the game.
— The Hill (@thehill) February 3, 2019
Like Cardi B, many celebrities refused to perform during the halftime show, in solidarity with players who have been protesting during the national anthem. In September, Nike backed the leader of those protests — a month before Marc S. Pritchard, chief brand officer at Procter & Gamble, said at Advertising Week New York that all brands should take a stand on societal issues.
— Colin Kaepernick (@Kaepernick7) September 3, 2018
And others simply showed how their brands embodied stands on societal issues:
A surprise theme of the night was mockery of artificial intelligence and the Internet of things. This is perhaps showing consumers that marketers "get it" regarding AI and IoT shortcomings.
What do you think, marketers? Also, what were your favorite ads and why?
Please respond in the comments section below.
Related story: Ads to Skip Politics During Super Bowl