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Tag Archives: Super Bowl

Less than one third of 2017 Super Bowl advertisers return in 2018…

05 Monday Feb 2018

Posted by Malcolm Auld in Advertising, Branding, Marketing, Media

≈ 3 Comments

Tags

advertising, branding, marketing, media, Super Bowl

Edited since posting on 5th February:

Longtime readers of this missive, will be aware I post annually about the longest hour of the year – the Super Bowl.

It’s one of the marketing industry’s favourite events, apart from award shows. The accompanying statistics are always interesting too. The tonnes of chicken wings and hot dogs consumed, along with lakes of beer guzzled, always makes fascinating reading.

But there is one statistic I find most interesting. It’s the percentage of repeat purchase by marketers that advertised the previous year. In simple terms, here are the numbers:

2017 – 54 advertisers

2018 – 42 advertisers

Two things to note. The first is the drop in number of brands advertising. The number fell from 54 in 2017 to 42 in 2018. This is a decline of roughly 22%.

Secondly, is the number of repeat advertisers from 2017 to 2018. Only 17 brands backed up again in 2018. This equates to roughly 31% of 2017’s advertisers.

Or in other words, almost 70% of last year’s advertisers, did not return this year.

I’m not sure about you dear reader, but if I was selling a media opportunity that only occurred once a year, and only 30% of my customers returned for a repeat purchase, I’d be a tad concerned. But that’s just me.

I suppose if they sell all the space at an increasing rate, who cares if customers don’t come back? There’s always another sucker ready to believe the sales pitch.

Though I also get a kick (excuse the football pun) out of the fact that marketers use good old-fashioned public relations to promote their Superbowl ads. For those who’ve only worked in marketing for five minutes, that’s what you may know as earned media. Go figure, a marketer uses publicity to promote its ads. What’s old is new again, again.

I’ve also just learned of another alarming statistic:

64% of Super Bowl viewers are unable to connect a memorable ad to the brand it was advertising.

Research consultancy Communicus has been tracking and trying to measure the success of Super Bowl advertising for a number of years. Their latest research revealed 64% of Super Bowl viewers are unable to connect a memorable ad to the brand it was advertising.

It also revealed less than 20% of Super Bowl ads produce significant impact on the brand.

If this is correct, the obvious conclusion for advertising in the Superbowl, is that entertainment alone is not enough. When measuring the sucess of their Super Bowl advertising, marketers should focus on mental availability. Byron Sharp popularised the concept of mental availability. It is “the probability that a buyer will notice, recognise and/or think of a brand in buying situations.”

I won’t go into it any further here, but check out Byron Sharp’s book How Brands Grow for more insights.

I’m also confident that again this year there will be the usual over-hyping of how many people watched the game on mobile devices. It will be more people than 2017. And am sure the numbers will be almost statistically insignificant in the scheme of things. Television has no reason to be concerned.

Besides, there are dangers to watching a small screen when going to the loo at half-time, after sucking back all those Budweisers…

cell-phone-toilet

I know I dropped it in here somewhere…

And just because he is always spot-on accurate with his cartoon interpretations, here are a few of The Marketoonist’s classics about Super Bowl advertising:

Gotta go, I can hear the delivery van backing up to drop off the 100-kilo family pack of buffalo wings and hot dogs…

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The annual Super flush of toilet Bowls is on again…

03 Monday Feb 2014

Posted by Malcolm Auld in Advertising, Branding, Marketing, Social Media

≈ 2 Comments

Tags

advertising, branding, marketing, social media, Super Bowl

Yes folks it’s on again. The longest hour of the year – The Super Bowl.

I had thought it was named that way because it causes the single biggest flush of US toilet bowls every year – Super (toilet) Bowl, if you get my flow.

You can read all about the US super flush here. It happens every year at the same time – the first 2 minutes of half-time, when nobody is watching the ads.

toilet bowl

The stunts started early this year, with online leaking of the ads to be shown during half time. These are the ads designed to increase marketing egos, not sales.

And the clamour for social media glory is on in earnest, as arguably one of the biggest annual waste of marketing dollars repeats itself. Interestingly only 33% of last year’s advertisers have backed up again in 2014. So two thirds of last year’s advertisers thought it not worthwhile repeating their folly – smart folk that lot.

Even worse this year will be the claims of alleged customer engagement wonderfulness, all because of social media. A few thousand fans will type into social media channels, the same commentary they make to their mates who are watching the show with them. This will be claimed as marketing nirvana by the digi-zealots.

While it can add some fun, or otherwise, to those who want to use social media while watching a show, that’s about where it stops. Because an hour later something else will take their social fancy and all will be forgotten from the show.

Nobody will count the cost of labour to manage the social or PR activities. Imagine marketers spending as much on every ad they ever run, as they do on PR and social media to promote Super Bowl ads? They’d go broke overnight.

But at least there is a sustainable and environmentally friendly use for all those social feeds – particularly during the half-time flush.

shitter_twitter_1

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