By: Molly Beavers, CAS
The Super Bowl is, well, the Super Bowl of advertising. The Super Bowl is a rare occasion on television when people want to see advertising. The captive audience and high price tag forces advertisers to push the envelope of creativity and campaign development. This traditional phenomenon has broadcasters charging, and advertisers happily paying, millions of dollars for their moment, or seconds, on advertising’s finest stage. This year a 30 second ad is selling for as much as $7 million dollars. Prices are so high because marketers are willing to pay to access the enormous Super Bowl audience. Some 115.1 million people on average tuned into the 2023 Super Bowl to watch the Chiefs play the Eagles (The Kelce Brothers Showdown), making the game the most-watched broadcast in the history of U.S. television. That estimate doesn’t even account for larger viewing groups at private parties, or bars.
Most businesses don’t have a massive budget to spend on a Super Bowl ad. That’s where we come in….promotional products offer the same effect. They’re a rare advertising medium the people actually want to see and receive. And it’s not just one Sunday night each year, but all of the time.
While the ads are fun to watch they’re also great for gleaning valuable insight into advertising today. It’s about more than what is on the screen. Valuable marketing lessons are found in the buzz generated by the ads and their integration of other channels. Here are a few observations that can be applied when using promotional products.
Ads Are No Longer Linear
Commercials are evolving to be more than just interruptions of our regularly scheduled programs. Advertisers are no longer in control of how, when or where their advertising is viewed. Sure, they can still buy specific time slots, but with social media sharing, turning them into entertainment on demand, it’s not always a straight shot from advertiser to the viewer. To take advantage, Super Bowl advertisers are creating added entertainment value. For several years, in the buildup for the Super Bowl, commercials have been teased, released or even “leaked” prior the Super Bowl to start the conversations early. Just google – Super Bowl Ads for 2024 if you want a peak.
This year surrounding the big game, the commercials now have commercials for their commercials. No joke—the Super Bowl ad process has gone from dropping teaser trailers for commercials to straight up filming a commercial to promote an upcoming commercial. There are a lot that have sequel commercials – before, during and after the game. Others have “cliff hanger” commercials asking you to go online to see the rest. Some are integrating social media or mobile content to further engage. The goal is to give the audience additional engagement options once advertisers have their attention.
Takeaway – Visit with your Bankers Promotional Consultant about having a good marketing mix that gives your audience multiple options to engage your brand. Promotional products should be a part of that mix, because a relevant and useful item tends to integrate itself into the life of the recipient. The additional engagement is appreciated by the recipient and brings value to the advertiser. Few advertising methods are as welcomed into personal spaces like promotional products.
In It For The Long Haul
Super Bowl ads now have the ability to last longer than their time slot. People talk about the ads for days and watch them over and over again. In the days after the big game, websites and blogs are posting articles reviewing the ads thus adding extra life. Since $7 million is a lot to spend for 30 seconds, Super Bowl advertisers are finding value in the conversations that take place on social media and in the blogosphere after the ads have aired.
Takeaway – Look for long term marketing value beyond the initial touch. Promotional products have that long term value built-in as the typical item is kept for six months. They have the ability to start conversations about a brand and encourage people to share their experiences long after they have received the promotional item.
Promotional Products Savor the Moment
Every year you will see the winning team hoisting the trophy wearing promotional t-shirts and caps celebrating their championship. Usually there is a commercial selling the winning team official merchandise to commemorate the occasion. Talk about striking while the iron is hot! The inclusivity adds value by creating a stronger connection between the fans and their team.
Takeaway – People want to remember good times and significant milestones. Promotional products are tangible reminders of those occasions and can connect on an emotional level with the recipient. The effect is not limited to the big events.
People are always open to receiving promotional products. You don’t have to wait until Super Sunday for consumers to welcome our advertising…83% of consumers like receiving promotional products. Promotional products create the same opportunity and excitement.
Will you be rooting for the Chiefs, the 49ers or the Commercials? I admit…I am not much of a football fan and only watch for the commercials. My family and I always pick our favorites. After the big game, I would love to hear from you regarding your favorite commercial or commercials and why.
Contact your Bankers Promotional Consultant for winning ideas!