by Tony Fannin, president, BE Branded
I just finished taping a special Super Bowl segment on Inside Indiana Business. It’s a show hosted by Gerry Dick, a long time business man and entrepreneur in Indiana. The content of the show was about the Super Bowl commercials and are they still effective. In brief, here are the points:
• Yes, they still are effective. It is one of the few times where the advertising is part of the experience of watching the Super Bowl.
• It still is a key revenue period that helps make or break a company’s year. Not much different than Christmas season. These are the two bumps retailers need to make their year profitable.
• More advertisers are using the week before the big game as a buzz generator for their brands.
• ROI is still there
– Diamond Foods (Emerald Almonds): in previous Super Bowl spots, they saw a 36% sales increase leading up to the Super Bowl because of early marketing and 22% sales increase over the next 4 weeks following the game.
– Anheuser Bush: this is their 7th largest sales week. Increase of over 600% in web site traffic before, during, and after the game.
– Hyundai: over 300,000 web site visits, average length of time of over 5 minutes, resulted in 25,000 qualified sales leads.
– ETrade: over 5 million views of the launch of “Talking Baby” campaign, resulting in an increase of 32% in newly open and funded accounts.
• Charity tie-ins will be more prevalent. Coke, for example, is using advertising to drive people to facebook, gift a Coke to someone, in return, get a free preview clip of the Super Bowl ad and Coke will donate $1 to the Boys & Girls Club of America for each gifted Coke. During the game, Coke has donated two bumper spots in which they will run ads for the Boys & Girls Club of America and the American Red Cross for the Haiti relief.
• There will be different advertisers or those returning after not advertising for a while on the Super Bowl because there will be more new product launches. Intel, for example, is back on the Super Bowl because they are launching new chips that are being manufactured for mobile devices and desktop computers.
Finally, why aren’t sponsors running Peyton Manning ads? There will be no spot with Peyton Manning in it. To me, that’s stupid. MasterCard, PepsiCo, Sony, shame on you. Here is a guy who is the star of Sunday, a poster boy for the NFL, and is #25 among the top 2,400 endorsers in the U.S. Your spokes person is the star of the show. What could be a better tie-in?
If you’re in the Indianapolis area, you can catch the show on Friday night at 10p (EST) on WFYI (PBS) and the rerun on Saturday 7:30p (EST) same channel.
Enjoy the ads, errrr, game.