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Super Bowl ad – “The more you talk about your product, the less people like it.”

Hello Everyone,

One thing that fascinates me as a Marketeer is the Super Bowl, which will be held again this Sunday. Since I live in The Netherlands, I have never watched it. And to be honest, I don’t care about the game. But what I did watch, were the commercials and the halftime show. Normally, commercials are seen as interruptions of the main show that we are watching. But several studies have shown that 50% of the Super Bowl audience tunes in just to watch the commercials. Even as a European, I am looking forward to them.

Last year, the Super Bowl was the most watched event in America with more than 108 million viewers. To compare, in The Netherlands the most watched event (soccer game) had around 12 million viewers. So, these are numbers that our small country can not relate to at all.

A 30-second commercial costs $4 million and a 60-second commercial $8 million! And the average production costs are at least $1 million. It makes me wonder if it is worth the investment. Because it gives you no guarantee of increased sales. However, you can expect that most or all viewers of the Super Bowl will watch your commercial. That is around 108 million people in the USA. Besides that, millions of viewers abroad are going to watch the ads. And, even better, millions of people are talking about your commercial and your brand. Prior to, during, and even after the event. I guess that this buzz makes it worth the money.

Research of C. Tomkovick (Marketing professor) shows that two-thirds of the companies who advertise during the Super Bowl break, enjoy a boost in stock price, sales, and brand awareness. Of course some brands do better than others. Tomkovick also shows that popular commercials often feature dramatic sound, motion, and celebrities. Other good ingredients are humor and surprise endings. “The more you talk about your product, the less people like it”.

Whether it is worth the money or not, I enjoy the buzz around it. I’ve been teased about what will happen to yellow (M&M’s) on Facebook and could even vote for the #covered or #uncovered ad of David Beckham for H&M.
I am looking forward to it!

While I am writing this blog, something just came to my mind. Would it be an idea if a charity organization gets a free commercial spot during the Super Bowl? This way, they can get the attention of millions of viewers that they would not get otherwise. It would be a nice gesture of the TV Network that broadcasts it.

A few Super Bowl 2013 commercials that I like:

M&M’s Love Ballad – Super Bowl 2013
Because I love M&M’s!

Mercedes Soul – Super Bowl 2013
Because I like dreaming..

Calvin Klein Concept – Super Bowl 2013
Just because… ;)

Have fun watching tomorrow!

:) Helen

Song(s) of the Day: My favorite halftime show: Beyoncé (and Destiny’s Child) – Super Bowl 2013