Impact value of Super Bowl adverts

Ahead of Super Bowl Sunday 3 February (Monday 4 February in Australia), the National Football league final  between the San Francisco 49ers and the Baltimore Ravens, some brands advertising registered an increase their “impact media value” by more than 1,000%, according to new data from analytics firm General Sentiment. Advertisers this year include Volkswagen, Mercedes-Benz,  Century 21, Taco Bell, Gildan, Kraft and Anheuser-Busch, Samsung and Pepsi. Pepsi was the title sponsor of the Super Bowl halftime show featuring Beyonce. While Samsung appears to have trumped Apple with a clever advert.

Wonderful Pistachios has seen its media value jump 1,442% over a three-month average. Apparel brand Gildan has also done well, seeing its media value rise by 387%, while Sketchers have seen a 346% increase in media value over the 3 months. In dollar terms, Volkswagen and Mercedes-Benz have seen their average daily media value leap to about $2.2 million (from an average of $1.5 million over the past three months) and $1.8 million (from an average of $1.3 million), respectively.
 Compare this with Facebook’s combined value of news media, social media and Twitter estimated to be worth US$753 million in the 4th quarter of 2012. Google ranked second to Facebook with a combined media value estimated at US$558 million.

Volkswagen’s “be Happy’ advert featured a US white guy speaking with a Jamaican accent…to the chagrin of some – see it here

The Samsung advert was a hit…

Here is the Mercedes Benz advert featuring Kate Upton, labelled by some as low level and embarrassing for the Super Bowl … but maybe it will ‘sell’. Interesting to note the prices of these cars start at under US$30,000

Here you can see a selection of Super Bowl adverts…

Super Bowl is the most-watched US television event of the year, with an estimated TV audience of 111 million people. Some advertisers paid close to US$4 million for a 30-second spot during the game’s broadcast. Super Bowl rates have risen about 60 per cent over the past decade, underscoring the value marketers place on reaching the largest TV audience. Last year's game, with 78 commercials, produced advertising sales of US$262.5 million, according to Kantar Media, an industry researcher.

Eric Winton

Director, New Millennium Business

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