Over the past few years, big-ticket events, including the Oscars, from across the Atlantic have become landmarks in advertising calendars the world over.
They have evolved from high profile cultural moments to events that hold a global currency.
As their reach has increased, advertising revenues have rocketed year on year, and 2016 has been no exception.
The average 30-second TV spot at the Oscars was valued at an estimated $2m and total adspend for the 2015 ceremony was valued at $110 million, an increase of more than 50% over 5 years.
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Super Bowl 50 is one of the largest advertising platforms of the year, and one of the most-watched events in the US.
In fact, the 2016 game, which saw the Denver Broncos win a defensive battle over the Carolina Panthers 24-10, averaged 111.9 million TV viewers made it the third largest in TV history.
So how did one brand create the most impact around the event, without even placing its ad during the show?
Read more on How Esurance won the Super Bowl, without placing an ad during the game…
The advertising slots around the most globally watched events – whether the Oscars or the Super Bowl – have the world’s most notorious price-tags attached.
Last year the average price of a 30-second commercial in the Academy Awards surpassed $1.8 million and total revenue reached $110 million, both all-time highs.
At the much-anticipated awards on Sunday, which sparked global debate about the lack of diversity among the nominees, the numbers soared even higher with a 30-second slot edging up to $1.9 to $2 million.
Read more on The Oscars and Super Bowl: getting situational marketing right…
For advertisers, the Super Bowl is big business with this year probably having more TV viewers than ever before, and big buck TV advertising involved.
Advertisers are realising that being in the game is not enough (and, in some cases, not even necessary) as social media and the sheer newsworthiness of the event makes the Super Bowl about so much more than game day.
With such a high proportion of the TV event being advertising, the ad content is always highly anticipated and very much part of the experience for fans.
This is why the Super Bowl is such a unique opportunity for brands; money can’t buy earned conversation and engagement which is only possible in digital spaces. What learnings can we take away for 2017? Read more on Post Super Bowl 50: what’s the game plan for next year?…
Isn’t it time mobile technology was used to wrestle the marketing value of the world’s most watched sporting event out of the hands of the super rich brand elite?
There’s nothing like the Super Bowl to remind you just how ludicrous brand advertising budgets can be. Total Super Bowl ad spend for this year’s event was predicted to hit US$377 million – a new record, according to the Advertising Age Datacenter.
The average cost of a single 30-second ad was $4.8 million1, 7% up on last year. This is, of course, on top of the millions spent on producing the commercial itself.
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Super Bowl 50 is almost upon us and the advertising industry and consumers alike are indulging in brand’s campaigns ahead of the event.
Many brands have launched teasers for the sporting occasion. Already, we’ve seen Pokémon kicking off its 20th anniversary celebrations with their first ever Super Bowl ad and Marilyn Monroe and Willem Dafoe starring in Snickers’ campaign (pictured).
Advertising is key during Super Bowl, with last years’ game breaking TV records, but what can brands do to amplify their advertising strategy around the event?
Read more on Super Bowl 50: How to amplify your advertising beyond the big event…
The lines between brand and performance advertising strategies are becoming increasingly blurred.
Thanks to improvements in measurement technologies, which are able to track results across multiple devices, these two forms of advertising are no longer truly separate.
Due to its unique properties, this is especially true when it comes to mobile. In the next year or so, we’ll see the distinction between these two ad disciplines continue to fade.
Last year we saw companies like SuperCell, MachineZone and Eat24 run ads in the Superbowl. These are some of the largest and savviest mobile app developers in the world when it comes to user acquisition and they chose to invest in one of the most traditional ad platforms.
Read more on Brand and performance: The stars align…
Major sporting events draw massive TV audiences and, in turn, substantial advertising revenue. During the 2014 Super Bowl a 30 second TV advert cost $4m – illustrating the value of this specific ad space. Brand competition for this year was fierce and with 164 million viewers tuning in to watch the Super Bowl, it seemed to be the case that the mass exposure justified this enormous investment.
However, due to a shift in viewing habits, TV ads are no longer the only way to advertise during the many highlights of the sporting calendar. These events now present huge one-off opportunities for brands to reach and engage their audiences on mobile devices and connected TVs – technologies that lend themselves naturally to video advertising. Read more on Can video ads give your brand a sporting chance?…
If only every day was Super Bowl day. It’s a common wish for TV advertisers. The reason? On Super Bowl day they can rest assured that there’s often as much interest in the ad-breaks as there is in the game itself – especially if, as my colleagues in the US tell me, the game is as one-sided as it was this year.
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As VW pointed out in its teaser ad, there seem to be a tried and tested formula for Super Bowl spots, which usually includes celebrities and/or animals, slapstick humour and very high production values. For the 48th edition of ‘the biggest show on Earth’ a lot of advertisers stuck to some variation of this creatively, which is understandable since a 30” spot on Fox can cost up to $4m. However, this year many more brands were thinking beyond airtime to tap into the cultural phenomenon that is the Super Bowl. Read more on The most innovative ad from Super Bowl 48 didn’t happen on TV…